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Changing social norms has allowed few avenues by which they can be both acceptable as a relationship partner and attractive as a sex partner.
As a result, at least half of their needs are unfulfilled, regardless of the decision they make.
Therefore, these men may get sex, but they often do not get love and respect.
If they follow what society tells them to do, they often end up "good guys" who are taken advantage of, mistreated, and disrespected.
In contrast, if they follow more "assertive" biological imperatives, they are labeled "jerks" and "players"—who may get sexual gratification, but not love or respect from what they would consider a "good woman".
We are all motivated to seek out rewards and avoid punishments (Skinner, 1974).
When rewards outweigh punishment, people perform behaviors.
Men successful with this strategy attempt to find an honest and faithful partner, who respects their needs, and is grateful for their contributions (for more, see here, here, and here).