Achieving and maintaining beauty takes effort, so women have to determine how much effort to put into it, as opposed to putting the effort in elsewhere. The better-looking they are, the less profit they have from becoming even prettier.

And being "good looking" can carry a cost.

That's why women who work in male-dominated or intellectually-challenging industries often take pains to "dress down" and appear a bit nondescript.

Unlike women outside of those industries, being less overtly attractive doesn't cost them in the romantic field because they tend to have regular and intimate access to successful men through their workplace. They can actually hurt their chances with those men by looking "too hot".