This is a problem as old as human beings. People want sex. Sex happens most for those who are considered most socially valuable (for men anyway). People look

This is a problem as old as human beings. People want sex. Sex happens most for those who are considered most socially valuable (for men anyway). People look for socially popular things, select those that are accessible and adopt them to signal virtue and social value, to try and increase the likelihood they will appear as more sexually valuable. However, this is risky. Discovery of deception of social value causes a much larger loss of social value than was gained from the deception in the first place, this is because it's commonly gamed for this very reason. People who are more interested in things than people (mostly men) really struggle to grasp these interactive social properties in real time, and will often even be so unaware that they will not only openly admit to being deceptive, but get actually angry with the victim when the deception doesn't work. These are called closed contracts, so when losers give gifts to someone in an unprompted fashion, this is not because they want to be altruistic, but because they think the altrusim can be used to present themselves as more sexually attractive. Resorting to trickery out of desperation. These people are very common, and can often saturate movements like this.