The paradox works like this: This culture teaches men to pursue women, while teaching women to hold back. This lopsided dynamic enables women to experience excess choice, which results in the paradox of them being less satisfied about their choices, which in turn results in them choosing less, and when they do, with less fervor. This negative feedback causes the men to (mistakenly) try harder and pursue even more, which causes women to become even more dissatisfied, and more "picky".