Straight men desire women but are taught both overtly and subconsciously via patriarchal structures that women are lesser than men and their thoughts and opinions are not to be valued. How do straight men square this contradiction of desiring that which they are taught to look down upon? Through objectification. Women are valuable as objects of desire, not as people. As with any object, value follows a demand curve. A woman's worth is not measured by how attractive she is to you, but how attractive she is to other men. Being seen with a woman who many men desire, but only you have, establishes your dominance over other men and thus wins their approval, which is what actually matters. Sexual gratification is a secondary concern.
Incels are born from this thinking. They are men who for one reason or another cannot attract women who will impress other men and thus feel emasculated. They search for answers but find only snake oil. Understanding why they can't attract the type of women they want or why this upsets them so much would require a degree of either feminist education or self reflection, and both of these would make them uncomfortable. Thus they blame external factors. Women are hypergamous. Feminism created a generation of man-haters. Dating apps made it impossible for some men to get dates. The jews are somehow to blame because why not. But one of their favorite scapegoats is looks, since while you do have *some* control over how you look, it's a lot less than your control over how you think. And after all, men mostly just care about looks when it comes to women so it only makes sense that women would mostly just care about looks when it comes to men.
But even though you have *less* control over your looks that doesn't mean you have *no* control. Enter the looksmaxxers. Men who "optimize" their appearance through bodybuilding, dieting, surgery, drug use and a wide range of pseudoscientific nonsense. How does one "optimize" beauty when beauty is, as the saying famously goes, in the eye of the beholder? You create a standard. Objective measures of height, jaw shape, facial structure, muscle definition. This way beauty doesn't have to be an abstract concept that you nebulously struggle towards: it is a test. It is graded and thus possible to pass.
Looksmaxxers will tell you these standards are based on actual scientific research that proves these are the traits women find the most desireable but almost all their sources are shoddy or badly misinterpreted from their original context. Any woman attracted to men could tell you this upon a quick glance. Conforming to this standard does not, in reality, make you more attractive to women, it makes you more attractive to other looksmaxxers. Scoring high on the PSL scale allows you to signal that you have the ability to attract hot women, and thus win the approval of other men, without ever having to actually talk to a woman. You reap the rewards of heterosexual partnership without having to deal with the negative externality of listening to a woman's thoughts. It is heterosexual patriarchy stripped down to its barest essentials. It is heterosexual patriarchy without women.
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