Guys who put in effort vs low effort guys

There is one thing that has been on my mind recently and its about all this girl talk about guys doing some sort of effort when dating them. Like planning dates, being emotionally available and so on. I often hear that they want a guy who put them first and puts in the effort but at the same time as soon as they meet a guy that desire them they get turned off, lose feelings, ghost them or something like that, meanwhile a guy who barely texts back makes them go crazy and they will do anything just so they could spend time with that guy. How does this work?