Honestly I find it refreshing. It's not the 1950s any more, if a woman's attracted to to me i'd rather know it than play some ridiculous game in order to try and preserve... what exactly? My ego? The social status quo?

As a relationship evolves, either partner being too passive (on any issues, but particularly the relationship itself) I'd see as being potentially draining on the other. And either partner pretending to be what they're not in order to maintain some social order is definitely unhealthy. So why force ourselves to start that way?