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One of my friends heard I was doing online dating and he started giving me a bunch of terrible unsolicited advice. I told him he doesn't know wtf he's talking about but he swears he does cause he bangs way more women than I do. Of course he's like a 10 so he can be terrible at it and still have women throwing themselves at him. He gave the whole "blah blah it's all about confidence, not looks." So I set up a fake profile that was identical to mine but in a different city and with his pictures. Less than 24 hours later he's got 18 5-stars and 6 unsolicited messages. That was my count after like 2 months. Kind of depressing.
When meeting women in real life, if you meet a certain minimum looks standard (not fat, face not notably weird looking, take care of yourself, dress decently) your looks don't matter that much unless you're at a Brad Pitt level. Above that level it's mostly about... well, not confidence. The PUAtards claim you can fake confidence and it's the same thing as actually being awesome. It isn't. Women gravitate to the most successful/dominant man in the room, and confidence is of course closely tied to being really good at life.
Online you don't have any of that dynamic and so looks become much more important as women screen out hopefuls.