The problem with the SMV rating system is that it assumes that all preferences can be determined on a 1-10 scale between the communicator and communicatee. There is no question that say, on average, Brad Pitt and Angelina Jolie would rate very highly according to the vast majority of people. But there is certainly someone out there who would not rate either of them highly. Hence, if you were thinking of Angelina Jolie, but suppose she wasn't famous, and simply described "a 10", the other person would be thinking of something else. The fact that the two of you are not thinking of the same thing is unacknowledged. In fact, the assumption seems to be that a "10" is the same for everyone - that there is a class of people out there who are objectively 10s who date other objective 10s. And so on. But this is not true.

So the problem is that this system assumes a single standard when there are actually multiple standards.