If women were all too concerned about looks, then you'd hear about how popular man-porn websites are with them. I believe that looks are a contributing factor, but not as big as character/personality. Me, I've adopted the persona of a "nice jerk." I do my best to be as pleasant as possible, yet tease them about stuff. She never knows when I may compliment or make fun of her, which creates unpredictability, like Walsh mentioned.