For dates, women pay more time, money, & energy on makeup, hair (it's a lot more time-consuming and difficult to care for long than short hair, guys!), shaving, nailpolish, clothes, etc to look visually pleasing for men, because men are """"visual creatures"""".
Sure, men must also look presentable, but it’s much more expensive to look presentable as a woman than a man. Also, study after study shows that men care much more about looks in potential dating partners than women do.
Since men are """visual""" creatures, women pay for dates - through time, money, and energy - to appeal to men's visual senses; thus it's only fair that men pay for dates to appeal to women's other senses (taste, desire for entertainment, etc).
When men and women's time, energy, money spent on looks is the same, then we can expect women to spend the same amount of money for entertainment, food, etc. Otherwise it's unfair because there's an imbalance.
* Of course men might say "we don't ASK for you to wear makeup, you look better without it," but when men think of "women without makeup", they're usually thinking of the women who are wearing makeup that doesn't look like it's makeup (if that makes sense). Otherwise they're usually thinking of women who lookbeautiful even without makeup. What men expect of the natural physical beauty of the "average" woman is much more conventionally beautiful than the actual average woman, because the media will display naturally gorgeous women as "average" women.