...may be EVERYTHING for many of them. And of course they use visual to weed out who they don't want to chase. But here is my experience as a woman.
I grew up kind of old school when it came to courtship. This means that the men always did the approaching and the pursuing. As a young lady I'd have suitors from varying types come to the house or call. Back in the day you get more suitors than nowadays. Now, the men don't even bother since there is social media. Anyways, I was an immature teen so of course physical appearance was high on the list. There was this one guy who was very handsome. So handsome that I could barely look at him in the eye when we interacted. He was friendly and had a likable personality, too. This is not going to be one of those stories where the pretty boy is a jerk. But you know what? As handsome and nice as he was, he just didn't do it for me. After awhile, I wasn't fazed by his handsomeness at all. It was just very normal to me. He became very normal to me.
But there was this other guy who was pretty handsome, not as good looking as the other one, but boy oh boy, did he ever have me captivated. I wanted to see more of him and felt extremely delighted whenever we talked. Everyday he appeared more handsome in my eyes.
So you see, those of you who only look out for 10s (10s in your eyes) could be missing out on the greatest love of your life.