I found this very relevant passage in a "trashy" novel I just finished reading that gave me a kind of "Aha!" Here's the condensed passage: (It's a novel written by a woman about a novel that's being written by a man.)
"Women readers aren't turned on by nice heroes any more than male readers lust after heroines who are too virtuous. There should be a hint, maybe at least a promise, of corruptibility."
"You don't have to worry about Roark in that regard. Women readers will love him.... He's very male. His responses are intinctually masculine. He looks at everying in a sexual context first, before expanding his viewpoint to include other factors, like morality...... He declined her invitation to have sex, demonstating that he knows where the lines of decency are drawn."
It seems to me that the same concept is often true in the non-fiction world. Men and women start out from different sexual/emotional places. And, if they're "evolved" enough, expand their viewpoints so that their attitudes can meet up somewhere in the middle. Whaddya' think?