Couldn't read the whole article (not subscribed), but here's a huge difference between genders:

- Men mostly want attention because it makes more likely to "score" (i.e. getting sex or a relationship).

- Women mostly want attention per se, to get validation and ego-boost, even if it doesn't get anywhere.

Are there exceptions? Of course. But most of the time, the two genders' respective main drive is as above.

E.g.: when a conversation with a stranger (be it via chat or something else) goes on and on, without meeting or “getting down to business”, on average the woman feels gratification (she's receiving attention), but the man feels frustration (he's not getting much out of it; he just does it hoping to get somewhere, as per above).