It's the nature of the beast. Let's say a man is interested in meeting a woman who could potentially be his wife. The man is somewhat young, fit, and moderately successful. In other words, average. Is he going to go for the sweet, cute girl or the raunchy hoochie or the obese girl with an odor or maybe the reserved, nerdy looking chick... it all depends on what he wants. Kids? Go for the healthiest, most fit girls. Sex? Go for the slutty girls. Low maintenance? Athletic chicks.
We project our qualities and personalities through our looks. If I were 80 lbs overweight, people would think of me as lazy. If I quit brushing my teeth and they yellowed, people would think of me as trashy. If I dress one way, people think I'm really into music and if I dress another way, people think I'm really shallow and dingy. Men and women alike are judged on looks. Your physical looks and personal style say a lot about you, should you chose to believe it or not.
Plus, our society encourages us to judge based on looks and few of us do anything about it. Strippers, celebrities, Hooters girls, Bud/Jager/Other Alcholic Beverages hire a team of girls for promotional use. Receptionists are required, as part of their job, to be neat, clean, put together and not to come to work with messy hair and such. What's better for business? A pretty girl or a ***** with body odor sitting right up front?
Men want a woman who meets their desires and for that, men judge women based on looks and this works the other way around too.
Women are judged entirely too much based on looks alone but who allowed society to take looks to the level of importance they now have? Women.