Dogging behind a woman that doesn't like you isn't good, but I see nothing wrong with respecting a woman and giving her gifts.
Giving gifts in order to get affection from a woman who doesn't like him is what he was talking about. There is nothing women want to avoid more than a man who offers gifts as bait.
He's not saying 'don't be nice', he's saying don't say "Come on, like me, I'll buy you things and pay for dinner." He's saying it's a subtler form of appeal that is hard to teach with platitudes. If there's a fault in the article it's that it doesn't tell a man how to have charisma. In order to be well received by women, the affection has to be longed for first. Offer it too early or too often, and she's moving out instead of in.
I think it's all about having self-confidence. If a man has self-confidence he won't think twice about doing whatever seems right. And I'm not talking about arrogant jerks.