Most Helpful Guys
OKcupid released their data on this subject and the answer was without a doubt, women care more about looks than men.
The graph depicting how men rate women's looks represented a standard bell curve. Men rated most women as average looking with less women being either really attractive or unattractive.
The graph depicting how women rated men's looks was a steep cliff, not a bell curve. Women rated 80% of men as below average which meant that a guy would need to be in the top 20% of men just to be considered a 5/10.
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I think men are so obsessed with looks that they project their desires on to women. The graphs everyone is referencing proves the opposite. Women mostly think guys are ugly, but you know what, they date them anyway. Women are harder to please, but overall attractiveness is of less importance when deciding who to date.
For guys appearance is a bigger factor, but the minimum threshold for sexiness is much lower. That's why the guys have more of a bell curve in the graphs. Lots of guys would happily date a girl that's only a 6 or 7, he doesn't really need her to be a 10 as long as he finds her more attractive than average.
Most Helpful Girls
I think there's an equal amount of picky people in both genders, although women seem to be more vocal about it.