Physical beauty is more than just a selection mechanism for mates, it is a primal desire to feel good and beautiful things make us feel good.
Something I have noticed here in Vegas, is that, even women that are not particularly 'good looking' are simply attractive because they have put effort into 'their beauty'. Quite a few people I know rave about how 'hot' Vegas chicks are, when, in fact very few are actually that endowed - the majority simply takes pride and care in how they represent themselves to other members of the society.
People also like to look beautiful for the same sex as well, because that acts as a status mechanism in peer interaction.
The Golden Ratio comes to mind.
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