I guess what is obvious to me is that conspicuous behavior != conscious behavior. No one is really thinking "this will impress the ladies" or "this will impress the guys" when they perform these behaviors, but that's really irrelevant.

Most of human behavior, I would argue, is not conscious. We're conscious of the decisions we make, but not always about the ultimate (evolutionary) causes. And why should we? It's completely unnecessary for the evolutionary reasons for our behavior to be conscious, only that we act in a manner that will produce more copy of our genes.