Women, on the other hand, must devote nine months simply to bearing a child. Sex and reproduction carry a much greater weight for them, so logically they must value more than just immediate, apparent genetic value in the form of beauty. They have much more to gain from choosing strong, intelligent partners, as well as partners willing to and capable of providing support for the child. As long as men continue to care more about women's beauty than women themselves do, men will have a premium on defining just who will be regarded as attractive. Buss, however, also suggests that, at least today, the presence of love is more important in selection of a partner by either sex than other factors.
Love transcends merely physical beauty.
I would argue that most men find their long-term partners beautiful, regardless of how the outside world would judge them. One could say love is blind, or simply that people in love understand that beauty can be more than just skin-deep. Continuing with the assumption that men are the ones in control of that word, perhaps men simply need to be changed. The very suggestion contradicts everything Moir and Jessel believe. But if men ceased to look at women as objects and considered personality, as women are commonly believed to, definitions of beauty would inevitably broaden.