Maybe because sex is not the main goal for many guys engaging in p4p?
There are quite a few guys for who talking to an escort is more fun than sex.
And especially in Japan hostess bars and paying girls (from deai cafe or otherwise) just to have dinner, karaoke, teatime or take a walk together are very common and popular.
But, there is controversy about guys doing such. Though it can be uncomfortable to bring this out to the surface, we shouldn't avoid the reality of different situations.
1) A guy doesn't need to pay to talk to women
If a guys feels compelled to, it can be that he's highly insecure or very afraid to approach women. Feeling unable to approach women informally, he would then only do so through formal introductions, formal gathering, or by paying.
The guy can also feel that a woman wouldn't ordinarily listen to him and his problems or respond to him in the way that he wishes, so paying a woman is a way of getting the behavior and fantasy that he wants.
2) Male Erectile Dysfunction, Sexual Performance Anxiety, Sexual Dysfunction, & Low Testosterone
These can create massive physical and mental issues in males, in which they seek to disguise or mask in multiple ways by being more "charming", acting "too good", generous with money, etc...
Over the years, I've had numerous sex friends, where I was the "other guy" to sexually satisfy women that were in relationships with sexually problematic or dysfunction guys. This situation is also seen in swinger circles as well.
Had a lady sex-friend last year, who told me about how frustrated she was with her boyfriend. When they met, he was the perfect charming gentleman. He is good looking, good job, seems to understand her, etc... though a bit feminine (her description and she showed me his picture- skinny type guy). Anyway, he treated her like a perfect lady...
However, sex was a massive problem with him. He either didn't want sex or it was over very quickly. She was in a dilemma, because her parents liked him and she had introduced him to all her friends. They all liked him, but she felt that she can't tolerate the sexual situation with him.
It always amazed me, how women put themselves into such situations. Where they act or claim sex isn't important. Then get a guy who can't sexually perform. Then sex becomes or they suddenly realize sex is very important. Often such situations, it's like the woman wanted to control whenever sex happens. They do sex whenever they want, but not when he wants. But a sexually dysfunctional man can mean sex isn't available from him, whenever she wants. She can't control his dysfunction.
She is also very sexually strong, tall, and an athletic build and type female. I would put her sexual score, as above average. So, that's how I came into the picture. The sex-friend.
But what intrigued me about the situation, is how "perfect" she claimed the behavior of her boyfriend was. It appeared he strongly compensated for his sexual inadequacies. And apparently, so do a lot of guys in that situation.