Women give men a lot of stick for being focussed on looks, even if they are looking for someone around the same attractiveness level. Realistically, not only do women care about looks as well but when they are looking for personality factors they are not looking for anything much other than dominance and leadership. Most women, if they are looking for a hook-up, at least, do not really care if the guy is nice or intelligent so why should guys looking for a hook-up care if the woman is nice or intelligence?
This article lists some of the various ways in which women are just as shallow as men, and are just more subtle and insidious about it.
For example, girls look for appearance factors that communicate dominance (the colour red = power, a nice suit, etc.)
the colour red: communicates dominance. apparently in martial arts competitions such as muay thai matches, the fighter in the 'red corner' with the red coloured gloves is more likely to win the fight because his colours communicates dominance and power. in the picture, the red fighter is buakaw banchamek (formerly buakaw por pramuk): the best muay thai fighter in the world.
So what if men care about looks?
Women are less interested in men in subservient roles (e. g. a waiter, a stripper, etc.) and more interested in men that display power and dominance (e. g. a corporate executive).
Men in a suit indicate power and dominance. And this guy has the good looks to complement that.
Women want guys to be the initiator and dominant person in a relationship - paying for things like drinks, expensive gifts, etc.
Beautiful women all of a sudden do not care if you are the best looking or not if you have wealth and status. Of course good looks will still help your cause!
Do I care if women are as shallow (if not more so) than men? No, not really. Just stop putting women on a pedestal and acting like they are the more virtuous and glorified sex. And stop acting like men are not entitled to their standards.