Why is it not ok for women to have multiple partners?

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I constantly see this double standard come up but more than anything on tv. Take Jerry Springer, you see the men two-timing women who fall for some low life and then the women get hawked with names like the "W" word, "S" word or "B" word and Its almost like the men get let off and just called dumb or a little boy. Why does it seem more acceptable for men to have multiple partners over his life but with women there seems to be a limit. This has to be a rule made up by men from way back in the day.