I can't believe I'm writing this but whatever. First, the title is a little inaccurate as looks do matter. However, once you get past a certain level on a woman, I don't think looks are that important. In other words, it it almost like a diminishing marginal utility curve in that each additional increase in beauty is small and not that worthwhile in comparison to other qualities. I would much rather a girl who was a 6 or 7 and classy, feminine, intelligent, and funny versus a 9 or 10 who isn't like that.