What our grandmothers told us about playing hard to get is true. The whole point of the game is to impress and capture. It's not about honesty. Many men and women, when they're playing the courtship game, deceive so they can win. Novelty, excitement and danger drive up dopamine in the brain. And both sexes brag.
There's all kinds of reasons that you fall in love with one person rather than another: Timing is important. Proximity is important. Mystery is important. You fall in love with somebody who's somewhat mysterious, in part because mystery elevates dopamine in the brain, probably pushes you over that threshold to fall in love.
Today, most women are surrounded by ingenious gadgets. They don't grow the peas or raise the chicken that they serve for dinner; instead they hunt and gather in the grocery store. They go through catalogs or department stores to buy clothes instead of shearing sheep, carding wool, and weaving cloth for skirts and coats and blankets.
It certainly would have been adaptive for ancestral man to have a chubby wife during stressful times of famine. Not only would she have had more calories to burn, and thus more energy and endurance, but since fat stores estrogen, she would have remained fertile for longer.