Frankly, I don't find this that brilliant. First of all, I think it's a poor investment to spend so much effort on a first date. Dating in many ways is a numbers game. Most of the time, you're moving on after the first or second date because there's no chemistry. Why then pay for a new outfit and a makeover? How does the benefit him if he doesn't even notice? Most of the time dating happens when men and women are young, and most them have little disposable income. Why not make the first dates casual and dutch. The idea is for them to get to know one another, not for them add another story to Facebook. Making it casual takes all of the pressure off. That way she's not feeling buyer's remorse for her new outfit and makeover, and he's not feeling empty after spending a weeks worth of disposable income on a single activity. She won't feel like she owes him a kiss or a second date and he won't feel like it was a waste of time and money if he doesn't get one.