I suppose it's less 'men vs women' and more an awareness of the strategies people use in day to day life. I can go to a bar and prove many of these theories right. I hear what you're saying though - science is a bunch of theoretical models that are often only proven wrong when evidence comes along to do so. People still don't fully understand gravity - they can theorise about it but is there any evidence to support it? Getting a bit deep and moving on from lipstick there!