Why won't people admit looks do matter?

Theguyoverthere
This is something I have noticed from both genders. They say things like "It's about the chemistry" and "His appearance doesn't matter to me" or something about love. Yet these same people will talk about who is "hot" or "good looking" and so on.

One guy I know will give lectures on how important he says love is and all that then be talking on the phone with a potential date and tell me he's worried that she's fat when he himself is really fat and he'll make these disgusting comments about girl's private parts constantly and would not stop until I told him he was being desperate.

I read all the time about how guys bash on girls for wanting a good looking guy when I know they themselves want a pretty girl. Yet both will deny their desire for physical attraction.

I do think that physical appearance can matter less to some than others. I know of one guy who probably won't admit it but he is looking for supermodel looks. Yet I have met others who go out with what would be considered "mediocre."

So why do people get uptight for either gender wanting a more physically appealing S/O? I notice the girls get bashed much more than the guys for this.
Why won't people admit looks do matter?
14 Opinion