Yes, I come off as superficial, but I believe that I am just stating what many people are afraid to say.

It is my opinion that both sexes are guilty of complacency when it comes to dating. Most people, of both genders, approach dating similarly - that is, wanting to get the best while personally investing the least.

However, finding out that this doesn't work, some of us seek to better ourselves. The frustration with dating and relationships arises when we do decide to self-improve and pour our efforts into improving character aspects that we want our prospective partner to have, rather than what prospective partners want us to have.

So women will become more engaged in their work ethic, and men will typically improve on physical fitness. Of course, there are men who will try harder for the next promotion or women who will attempt to lose 30+ pounds, but they are less likely to sustain these efforts as their primary mate-attraction strategy than if they were to take up the other option (ie. single men getting into better shape, single women focusing on their careers).

Inevitably, this results in men who continually improve their physiques believing that they should be able to attract even more beautiful women and women who continually improve their careers believing that they should be able to attract men who are in an even better life/career position to settle down.

In reality, nothing has really changed for them, with regard to appeal to the opposite sex, before and after their self-improvement attempts.

EDIT: Grammar