I think there is a certain allure that comes from NOT knowing when a woman is most primed for reproduction. Even when one is looking to do everything EXCEPT make her pregnant, there still is that little part of our animal brains that are driven by that. As such, by not knowing it is sort of like Schrödinger's cat in that any moment could be considered that prime part of her cycle and therefore it leaves that reproductive motivation continually satisfied.
If as humans, men could sense when a female was in heat, I believe that the average woman would appear decent most of the time but would seem irresistible during that peak window. I would relate it to how a delicious meal of one's favorite food looks when they are not really hungry and how it looks when they are extremely famished. The smells, the tastes, and the desire for that meal are greatly improved even though the food is exactly the same. In this manner, it would be the same woman but I imagine that she would be seen as if the man was starved for her.
As far as alphas and perfect mates are concerned, I would say that those are already a thing to a degree. Go to any bar in any college town on a Saturday night and one is sure to see "bros" picking fights and peacocking in an attempt to show off for the ladies. Furthermore, I've seen this work on hundreds of occasions (in fact, I once witnessed a girl make out with a dude's neck, a guy she had just met, while he threatened to kick another guy's ass). I'm not saying that all men and woman are like this, far from it, but there are a small number out there that pretty much live and operate within an alpha-brute mentality. Also, I read once that the scent of a person is indicative of their genetic makeup and when someone smells naturally good, that is their system saying that they would be a prefered partner for creating offspring. Bullshit? Possibly. But it's still something fun to consider.

