Shop Like a Man

The title of this article really should be "Learn to Shop Like a Woman." I am unclear as to what the message behind the article was. Underhill began by saying that men do not spend as much time shopping as women do, yet he also says that "as women's roles change, so do their shopping behaviors--they're becoming more like men in that regard," (187), so what is going on in this article? Are women too involved with shopping or are they becoming less involved in the experience? And what about men? Is their shopping habits, or lack thereof, desirable?
Underhill's ideas were a bit scattered. He would discuss a man's intuition to pay for everything at the check-out counter for a natural ego boost, but then would talk about how men are too quick to shop and not smart enough when choosing simple items such as groceries (189). His final decision would be based on flashy boxes and his children begging for whatever lunch snack they wanted.
Underhill shifts again to say that shopping is stressful for a wife when her husband is involved because he is not entertained enough. He suggests that stores such as Victoria's Secret, a lingerie store, should attempt to appeal to the opposite sex using tools such as a Sport's Illustrated section or a big screen that includes the lingerie fashion shows (192). Although the idea seems like a sure fire way to attract men into that shopping establishment, I think that Underhill should consider his other suggestion; it would be more appropriate for the owner to open the store next to a computer or sports equipment shop in order to keep the men occupied (192), no need to have a room of gawking men occupying the store where women measure their cup-sizes.
So, Underhill wants an integration of men and women in shopping in order to occupy both sexes in the shopping situation, or at least that is what i was getting out of the essay. This seems all fine and dandy, but is the title not "Shop Like a Man," and is this form of integration really teaching men to take their time shopping and women to not rush due to their man's inability to stay controlled in a clothing store? This is not shopping like a man, this is shopping like a woman, if Underhill's stereotypes are correct. Steady, controlled, and timely shopping falls under the generalization that women spend more time shopping than men do, as said in the beginning of the article (187). What is the point of Underhill's article then? Is it beneficial to shop the brief and careless way that men do, or do we begin a transition into steady and controlled shopping where we all check price tags and monitor our budget?
I feel as though I've written my own response to this essay as scattered as Underhill had written his observations.