Women complain about men being players, or viewing relationships as transactional, but they don't understand that, for those men, women themselves are the ones who caused it. Women create players.
Men, initially, are usually all about romance and love and all that stuff, but by interacting with women more and more, they're indirectly forced to change.
First of all, women are deeply transactional, so that immediately sours the situation. Men see women constantly being shallow and demanding and entitled, so it's already hard to be the only one who's thinking about "love".
Secondly, women kinda despise men being romantic\affectionate\etc., so over time, men realize that they're punished when they're kind. They receive negative reinforcement from good behavior.
Third, even the kindest, most well intentioned man, when faced with such negativity, will eventually try being less than kind, immediately notice that it results in more success, and thus be encouraged to continue being less than kind. Women provide positive reinforcement to bad behavior.
Fourth, men notice women chasing "bad" men all the time, and "bad" men having WAY more success with women. Again, they see good behavior being punished, and bad behavior being rewarded. Women's actions are pointing men towards being "bad".