You have to thank new-wave feminism and social media for that.
Also remember that her man can get a pinch of attention from time to time, while she gives more attention to another man because the first one isn't enough for her.
It's beyond a scam. Millions of men are struggling with loneliness (myself included). Some even kill themselves as a result (possibly myself too). Surprisingly enough though, some women are coming forward now saying they're lonely as well. Unfortunately, very few of them say they want love.