Well, it probably stems from a defensive reaction to a bitter and superficial reality, for it is difficult to face the depraved nature of humanity — women in particular — and admit that it can cause such immense suffering. That would completely disillusion them; hence, they refuse to acknowledge reality because it hurts their optimistic convictions. This also ties to the just-world fallacy, which they believe in because it is comforting, but also because it allows them to attribute their success to themselves and easily dismiss the suffering we endure as a consequence of our own actions, rather than a failing on the societal level — or the sacred female.
Perhaps they do it simply because it feels like the right thing to say, or maybe because society requires subservient slaves willing to chase an elusive dangling carrot. If the carrot is removed, the pursuit becomes meaningless; therefore, men must be deceived to lure them into this endless pursuit.
