Right. And unfortunately, the spiral doesn't have to be as extreme as described above in order to get a guy to not make a move. Instead it could be as simple as "Hmm, I'd like to talk to her, but I heard online that some women find it annoying... I don't want to be annoying, so..." And if the general cultural consensus is that women dislike being approached as a rule, then we would expect guys who are courteous and pro-social to follow the rule, while guys who don't care about those things to break it.