You hear it time and time again: Looks don't matter; it's the inside that counts. Unfortunately, that's just a bunch of malarkey. If looks don't matter, why is it that: We flinch at the sight of a "disgusting" rat or roach, but we go gaga over kittens and puppies Employers generally choose better-looking job candidates for positions Studies show that good-looking people are perceived as friendlier and more intelligent than less attractive ones Women spend hundreds if not thousands of dollars each year on plastic surgery, makeup, and other methods of "beautification" Attractive individuals -- including models, athletes, and celebrities -- pervade all kinds of advertisements, including magazine ads and commercials When something -- or someone -- is pleasing to the eye, we naturally gravitate towards it. Saying that it's the inside that counts is true and certainly noble, but society has become far too shallow to really live by that mo...