From Anton book, what does this mean?

A charming man shows women that he appreciates them a lot, but never at his own expense.He knows his boundaries and stands his ground at necessary times.He does so because he likes women and sometimes you have to give women what they want by not giving them what they ask for. However, do not tell women this outright, but keep this thought as a reminder of why throwing yourself under a bus for a woman to show her how much you care is a bad idea.

So basically become cheap?