Sherlock believes that John deserves the best of everything. So, when they get together, Sherlock wants to make sure he's doing everything he can to make John feel loved and cared for. The problem is, he's not experienced in romantic relationships. So, naturally, he reads gossip magazines to find out what to do.

John realizes something's up, because surprising him with dinner and asking his advice on things is nice, but just isn't Sherlock. Still, he doesn't realize exactly what's going on until he finds Cosmo lying around.