I think the only reason women say this is to avoid being labelled as golddiggers.
When I was very young, I used to think it's BS that women look for rich guys till I spoke to a girl who said to me, "I didn't think ____ was attractive till I saw what car he drove. All of a sudden he looked sooo good to me." I almost started laughing like it was supposed to be shared absurd joke, but then I realized she was serious. And she was speaking to me like I would understand. Because the percentage of other women who 'understand' is so high, as I've learned over the years. Since then I've seen women who:
Marry exclusively for money while being rather honest that they don't particularly care for the guy (sometimes, even to the guy himself).
Marry for money, while outright not liking the guy and being miserable in every aspect but living standards.
Pick out the richer guys of the lot when looking for men to date.
Operate exclusively on the 'Someone's got to be with the rich guy, why not me' principle.
Marry men they love, but wish (just a little) that they made more money.
Marry for love, but end up outright resentful that he doesn't make as much money as other men they may know (regardless of what they themselves bring in).
So in short, I think women care. Apparently, they care a lot.
Most Helpful Girl
Some of us truly don't care! Sure, there are plenty that do. But I have my own job, my own money, a retirement fund, and I live well within my means. So I don't need his money. It's a bonus to share expenses, yes. But I don't mind paying my own way, splitting costs, or taking turns. What I want/like/need from a man has absolutely nothing to do with $$$.8
Most Helpful Guy
I suppose it's because money is falsely portrayed as evil or something of which to be embarrassed.0