The Lipstick Effect (Economics and Sociology related)

Interesting piece at the Huffington Post...

http://www.huffingtonpost.co.uk/dr-raj-persaud/lipstick-effect-female-mating-strategy_b_3363955.html?utm_hp_ref=uk

My two cents on the matter...
Evolutionary psychology and sociology 101. Males offer survival value, women offer replication value.
The strongest, fastest, tallest, caveman or warrior alpha males get more partners as they offer better survival to their mates.
Kinda messed up even more during the industrial age, when survivability became equated with financial stability, property, and status. Now, fame and fortune are also factored in.
As it is understandable to see an athlete, soldier, or policeman to be attractive due to their physical prowess and command of violence, nowadays it is also very common to see old ugly millionaires with "sexy" trophy wives.

These are hardwired into societies over time, seen even in the way people clothe themselves... which is why skirts and dresses exists even when jeans and t-shirts already offer better features and protection. Think about it, what does the design of the skirt offer (or show)?
On the flip side, guns, big cars, and military uniforms are perceived to be qualities of survivability. Capacity to violence is also misinterpreted as a survivability trait: "if the guy can hurt me, he can hurt other bad people too, and will defend me" (c.f. Stockholm syndrome).

These things even bleed towards gender stereotypes and reinforce the patriarchy when attempts are made to mitigate/control it. Whenever the roles are reversed, societies see them as aberrations (e.g. Cougars, Matronas, Tomboys,repressed women, etc.).

Tsk,tsk. So people should start asking how the everyday things they do relate to the survivability/replication paradigm. Doing so however, will tend to lessen their chances to attract a (mainstream) partner. Ironic that people spout "being yourself" in the realm of dating and romance, but what really is happening is to become in line with thousands of years of societal programming and expectations.