In the New York Times bestselling book The Game: Penetrating the Secret Society of Pickup Artists (2006), the world was granted its first exclusive introduction to the steadily growing dating coach and pick-up artist community. Many of its most prominent authorities claim to use insights and information gleaned both through first-hand experience as well as empirical research in evolutionary psychology. One of the industry's most well-respected authorities, the illusionist Erik von Markovik, promotes a three-phase model of human courtship: Attraction, building mutual Comfort and Trust, and Seduction. The following review argues that many of these claims are in fact grounded in solid empirical findings from social, physiological and evolutionary psychology. Two texts which represent much of this literature are critiqued and their implications discussed.