It's dudes getting their ideas of what women want in a man from other men, generally grifters, repackaging bad wolf science. I notice a certain type of dude falling for it, who doesn't trust women enough to be vulnerable and negotiate relationships but still wants access to women. Maybe they've been hurt before, or maybe they were raised with bad ideas of how women are. "alpha wolf" social status promises dudes that they'll be dominant and irresistible enough to find companionship without needing pussy shit like communication skills and emotional intelligence. But at the end of the day the only dudes getting anything out of it are the ones selling their guides to the lifestyle.