People who believe it is shallow to go off looks in dating, are they really clueless or in denial?

If you take the time to listen to this Freakonomics radio podcast on online dating (the first 8 min says it all), it appears no one thinks of personality 1st when choosing a date. What was revealed was that a hot woman with a nasty disposition can still get 1,000 emails over a nice but homely woman. A hot woman would get four times the response than an average woman, all attributes (job, education, neighborhood, etc.) the same, and 25 times the response of an unattractive woman. Women are no better, two guys equal physically in every way but one earns 50k a year and the other 250k a year, the latter will get 2 ½ the response than the guy who earns less (guess that burger flipper from Mick Ds better get a blowup doll). For anyone try and say looks is not important and it is about personality, the smile, and other gobbledygook, isn’t they in denial or are they just plain clueless?