Oh, but it is very different, believe me. See, if you are a woman, it means you're deliberately putting yourself aside, so that the other person has to make an honest effort to find out about your actual condition. That is, typical feminine psychology. While if you're a man, you are trying to minimise your own physical or emotional discomfort in order to maintain your toughness. In other words, it's a typical macho act.
This totally makes sense, and it is entirely confirmed byexperiencecheap Hollywoodian romantic comedies. Also, confirmation bias.