I really have no idea where you and Phil are getting this stuff from. One can argue that it's a stretch to even assume that a woman is actually turned on by this sort of behavior. It's fundamentally harder to tell what excites women than men for a whole host of reasons - physiological as well as cultural. What people claim they are attracted to and what they actually are attracted to oftentimes don't match up, and I'm sure outside observers are even less good at reading signs. I don't think it's an alpha-beta thing, I think it's that sexual attraction is fundamentally more difficult to read in females than it is in males. Daniel Bergner has several fascinating articles and books that touch on this very topic - see the NYT review of his book for a fairly good summary.
http://www.nytimes.com/2013/06/16/b...nt-by-daniel-bergner.html?pagewanted=all&_r=0 (there's some evolutionary/animal-analogy arguments in there that I don't necessarily agree with, but overall it's still a good read.)
With men, attraction is pretty straightforward. Men want a woman who is young, pretty, and sexually available; all else is secondary. Women are the gatekeepers of sex which is why the vast majority of men don't have a faaaaar higher partner count (note that partner count amongst homosexual males is a lot higher than average since women are taken out of the equation).
Women on the other hand have a much different yardstick, which is why many men end up confused as to why women don't want them. Being handsome is good, but there are plenty of handsome men that don't get laid much; I used to be one of them. That is because women don't judge men the same way men judge women. Having used online dating extensively back in the day, there are several traits that the majority of women would request, even the ugly women: tall, handsome, job, car, home, ambition, confidence, etc. A man doesn't give a shit if a woman is flat broke so long as she is young, pretty, and sexually available.
While a woman does indeed want a handsome man, ultimately she wants one that is powerful and high status. The confidence and swagger of an Alpha male is simply a signal that he is a man that is most likely capable. A confident man will likely be more ambitious, or capable of bringing his ambitions to fruition, than an unconfident man. Being smart, funny, and kind are certainly admirable traits, but those aren't the traits that get a woman ready to lay down and spread her legs.
On the flip side, women "can't find a good man" since men are the gatekeepers of commitment. It is easy for an average or moderately attractive woman to have sex with handsome or highly attractive men who are confident and reasonably successful; therefore, they become used to a certain standard even if they are dating above their post. Of course, the higher value man will never fully commit to or marry these women since he's looking for the 9's and 10's. This is also why women always say that they don't like games, players, etc., since they have become accustomed to being cast aside once the Alpha male has had his fun.
Scott 7 would be a perfect fit for Susie 7, but Susie 7 is used to banging Alan 8's, Nick 9's, and Trevor 10's. Of course, Trevor 10 would only ever commit to or marry Tammy 10, but he'll happily fraternize with Susie 7 for fun. The end result is that Scott 7 has to date Franny 5 and Susie 7 will never find happiness since she can't find a man who will commit to her. Meanwhile, Trevor 10 gets the lion's share of the women.
Women have it easy when it comes to obtaining sexual fulfillment, but there is a price to pay.