Why do older women increase their standards rather than lowering them?

Anonymous
I don't get why as women goes into her 30' and 40's she increases her standards for men rather than lowering it. I mean if we look objectively at what she is bringing to the table with respect to what men desire in a partner, it is very low.
Why do older women increase their standards rather than lowering them?
So why then is it that women will up their standards when less men would bit for her?

I mean the analogue to this is a company not making as much profit as it did 5-10 years ago but instead of lowering the price on their product they opt to increase it.
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Why do older women increase their standards rather than lowering them?
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