What do women really want?

Well, what is it? I have noticed that the more you act like you don't care in a dating/relationship the more the other person wants you. I believe they even have a saying for this "The one who cares the less controls the relationship." What is up with that? I had a female friend tell me that from a womans perspective it all has to do with the challenge. The challenge of proving that she can have you if she wants, but needs to prove it. Is this true? I don't know, maybe. I have seen woman dump the good guy. The guy that cares, showed attention, never talked ugly to her and always made sure she was first. She would dump him for this jacka$$ that thought he was a gangster and payed her no mind and when he did it was for one thing. I could never understand it, I still dont. Are there any females out there that can shed some light on this subject because it sure is dark!