"Why aren't there more female pickup artists?," Jezebel wants to know. Why does no one ever identify the obvious? It's because we imagine that straight men, upon seeing a woman, have already made a yes-or-no decision based on appearance alone, and that nothing a woman does, however charming, can bring her from a 'no' to a 'yes.' Women, we moronically assume, don't do this, and are thus susceptible to silly hats, pseudo-insults. The pretext of "game" isn't just that confidence matters - which it does, to both sexes, and which is the kernel of reasonableness that tricks some into thinking "game" is sensible - but that women do not judge men using the initial-yes-or-no system. The idea that men care about looks while women don't is what's driving all this; the 'men are expected to be agressive, women passive' aspect is only the result of that initial assumption.