Well, they would. Grand Central Publishing released the book, Not Your Mother's Rules, on January 8, and it's ranked number 4 in dating books on Amazon. One would presume from the title and the pitch that the ladies behind it hope that the younger generations will lap this stuff up, just like their moms did.
Of course, it's a self-help book, so I am predisposed to dislike it. Self-help books, especially those about dating, often fall into a category that could be better described as, well, undermining. The problems with such books for me are multifold. One, they posit that human relationships can be commoditized; that there is one path that works for all in terms of getting what you want. (They also presume, in a stereotypical manner, that what we all want is the same, and, I think, infer there's some ongoing battle between men, who want one thing, and women, who want the opposite.) I don't think those messages are true, and I don't think they're particularly healthy or helpful, either.
Further, self-help books are published to make money. Those that say they'll teach a reader how to get married or get the relationship they want do so by preying on the bewilderment, confusion, insecurity, and desires of women (and sometimes men, too). Sure, dating is hard. Sure, it's difficult to find "the right person." But the process should also to be fun, experiential, silly, weird, unique, and something we learn from. Figuring out what you want for yourself by doing it, that's a great thing. Making dating about adhering to some code that a couple of people came up with and want to sell you so they can make money, well, that's not so great. Women and men may read this stuff because they think it can't hurt. Sometimes it feels good to believe that there are rules that can be followed to get what we want; it means we need only have the dedication and commitment to follow those rules, which is way easier than, for instance, thinking for ourselves deeply and making our own decisions, and having courage and believing in ourselves.
Some of the advice in this book may not be categorically awful. Simplified to "don't act like an obsessive"; "pause before you rush to do something you regret"; and "take care of yourself!" some instructions could actually be quite handy as a common-sense reminder. But categorizing it as stuff women need to follow to snag a man makes it highly problematic, even if the occasional tip is not so bad. And stuff like this, "New chapters include rules for text flirting: women under 30 wait 30 minutes to respond to a man’s text; older women should wait 4 hours," as Pat Kiernan explained of the update today on his blog, is particularly disheartening, and inherently sort of woman-hating. Control your texting, The Rules ladies say. "Women shouldn’t take the first step to initiate any relationship — and that includes online dating," they told the New York Daily News. Once you have a guy, ignore him, "at least for a little while." And don't sext until you're married. That might save us from a few political scandals. But is this the kind of advice women need, in this day and age?