WTF?, I said to myself as I read this Stuff article, Too much beauty may mean too few sales?
According to a PhD student in Australia (assuming Stuff isn't reporting her work disingenuously), women are biologically programmed to compete with one another, making ourselves ever more sexy to compete for men. I'm leaving aside the dubious 'science' of sexual selection for now, because the researcher's next claim is a humdinger: we buy less when we're served by beautiful shop assistants, because they intimidate us.
My experience of shopping is trying desperately to purchase something as quickly as possible that's suitable for work, before the parking metre runs out, while trying to prevent my fed-up children from wiping snot on the garments in the shop, while simultaneously feeling sympathy for the women behind the counter who have to put up with me and my kids for something barely above minimum wage.
I guess there's something wrong with my biological programming as a woman - nature has mistakenly equipped me with the capacity to think.