Maybe I'm wrong here, but I don't think that article is that accurate. And i think they are only talking about a small group of frivolous men -sorry- who don't feel like working on a relationship. They only want the sex and the beautiful woman, but dating a beautiful woman that gives them the sex would -supposedly- keep them from having sex with other beautiful women. Plus, they have to be romantic and all that 'silly stuff'.
But I can read as well the wrong idea that a man has to pay for a $200 meal and maybe bring flowers for a woman to sleep with him. Maybe I'm weird but if I don't want to have sex with a guy, I won't, and it doesn't matter whether he takes me to a McDonald's or to Bulli. Yet if I want to have sex with him, I will, no matter the circumstances. And if it is true that many women won't sleep with a guy unless he pays for a $200 dinner, I get the male's point. If you have to pay for sex anyways, at least you can have it done by a professional that will put out and won't bother you.
I think one of the many beautiful things about sex is that it is something you give for free, and they give it to you for free as well. For whatever the reason, it is -I hope- usually that way. Pleasure, love, lust.
You don't treat a woman well so that she will sleep with you. You treat her well because you actually believe that's the right thing to do. Likewise, you sleep with a guy because you want to, not because he worked hard for it.
PS: Were I guy, I would be far from proud of having to pay for something most people get for free because they are loved or desired by someone else.