I have found that swinging is a lot like dating; the patterns can be very similar. Most guys don't want to be friends with a woman in the hopes that he might be able to score at some point. He's in it for the sex. The guy wants to nail the girl, then see if it becomes more.
Swinging is (in my opinion) about sex. I know we're in it for the sex, and that's where we're going to put our efforts. If we become friends along the way with the people we meet, that's great -- but we're not out there to make friends, we're out there to have sex with people.
I don't know if we're the norm or not, but that's our approach. But, we could be in the minority.