Lovatt's research is easy to grasp. Everyone can appreciate that women are not attracted to men who barely move and show little imagination when they dance. Lovatt knows this, and he knows how to sell his work. After all, as a professional dancer he learned how to entertain, and win over, an audience. He just had to learn to do the same thing verbally. Take, for example, his explanation of why women are not attracted to men with primitive moves: "Women simply don't like it small and simple.