"This is the way women think about longer term relationships that they hope are heading toward marriage- as investments, just like a man who puts a lot of time and effort into a startup business venture, they are hoping that it will pay off big in the future.
Marriage is women's primary means of acquiring economic assets; I've actually heard women say that they "invested" in a relationship when describing their disappointment that it fell apart before marriage"
Or... Women subconsciously recognize they're depreciating assets, so giving out free trial periods with no post coital commitment is a losing strategy. The language you're attacking is eminently sensible.