I think there is a difference between being cute and aegyo. To me, cute is not something you put on - it's natural. Aegyo is fake, childish and (when women use it) portrays that tired expression of the man being the protector, the hunter type, while woman are the ones to be protected and 'tolerated' and provided for (usually what aegyo is used for 'oppa, will you buy me this?'). uggghhh