The most important principle of a geisha is called iki. Iki started in the 18th century as a reply to the extravagant ways of the courtesans ("oiran") and those who liked their style. Oiran wore very elaborate clothes, make-up, and jewelry. Geisha preferred to be discreet, and more intelligent. They created iki as a style that gave more importance to conversation and wit. Instead of working with sex, like oiran did and simple prostitutes do today, geisha try to be sexy. A geisha will flirt, tease, and joke with men, but always with art and elegance. Japanese clients know that nothing more can be expected. Men enjoy the illusion of that which is never to be. Geisha do not have sex with clients for money.