Pay-for-attention is what's occurring there, in most cases. They're attempting to buy attention from the woman in question. In a context of competition, where t

Pay-for-attention is what's occurring there, in most cases. They're attempting to buy attention from the woman in question. In a context of competition, where there are many men trying to talk to one woman, spending money is a means of stepping above the crowd that is trying to get her attention. It mirrors what goes on in the physical world. Men spend extraordinary sums of money to attract/buy the attention of women, using status objects or spending lavishly. And of course the perpetual debate between whether this is a normal biological behavior for signaling purposes, or whether it's mostly society induced and isn't necessary or useful.