STUDY: Women unimpressed with modest men. “Research has revealed women don’t like modesty in a man. Instead, cocky types are more likely to win their hearts, with Simon Cowell’s arrogant attitude more appealing than Hugh Grant’s bumbling on-screen behaviour. Other men also find male modesty an unattractive trait – perhaps because they believe that bashful boys are letting the side down.”

Plus this: “Changes in gender roles that have afforded women more financial independence have not yielded relaxed demands for men.”