It's always somewhat taboo to say it. But the obvious reality is that looks are by far the #1 trait for men when it comes to dating, if they want someone somewhat attractive. Dating apps provide unlimited options for women. But social media and today's culture even further emphasizes looks. I think it always mattered a lot, even 50 years ago. But it has just significantly magnified.

The reason is matters is that it helps men focus their priorities. At least the self improvement will be fixated on looking better rather than something silly.