How are they to reconcile the information that women must always be believed with the fact that there are entire industries set up to help women fool men? Or – to put the most positive spin on it – to entice them. After all, what are all those summer advertising campaigns about that invite women to ‘turn heads this summer’? Whose heads are they being invited to turn? Any and all passing women, hoping to purchase, say, the same dress or bikini? Or men?