What are your views on discriminating hiring practices in today's world of high retail?

I have recently read an article titled, “Going For the Look, But Risking Discrimination,” by Steven Greenhouse.
It explained how popular retailers such as Abercrombie and Fitch, and Gap hire employees based solely on looks; regardless if they have any working experience.
It explains how the pretty blonde with no working experience got the job selling and greeting people, whereas her average looking friend was lucky enough to work in the back, stocking.
What are your views on these shallow hiring practices? Do you think it should be illegal to hire based on image?
Here are your pros and cons:
Pros: It would benefit the brand and company, by selling the product and bringing more customers to your store
Cons: BUT, it insults people who know that they didn’t get the job even though they have significant experience in that field, just because they weren’t attractive enough
Here is a link to the article if you are interested in reading:
http://www.nytimes.com/2003/07/13/us/going-for-the-look-but-risking-discrimination.html?pagewanted=1