It's not really a conspiracy. It's just another holiday hijacked by commercialism.
Most guys don't think they're that attractive. Some with enough confidence to fight back the constant messages that they're not welcome or they're doing something wrong can see themselves as attractive.
What she is doing on purpose is flirting to make him come to her level. It's not that devious. Or at least the level she wants to be on.
Well, that's a win for both of them. But if he has at least a little more chill (romcom MC having chill, lol), he'd wait enough to watch her expression turn firetruck.
That's better. He's not going to do much, but still. Especially since they're not alone in their love nest.