world of deceptions
Everything in the gender choosing game is a big deception. Women in western cultures where there is no shortage of food, associate overweight with inactivity, greed, and advancing age. A thin body shows a person who is just out of childhood and fully active. These are subliminaly, not good indicators for a "breeding partner", so they become obsessive of becoming thin because, to us, it looks more youthful.
In Polynesian culture, where food might be more scarce, overweight men are prized. In India, I've seen many movie posters where the actors all looked a bit over their ideal weight.
But isn't everything a deception? Women put on lipstick to make themselves look as if they are sexually arroused at all times, (according to one theory). They are willing to undergo surgery to increase the size of certain parts of their bodies or decrease or tighten other parts, when they actually don't receive any physical benefit from the modifcations. Men go around wearing little "hair hats" (toupee) when they start losing their hair.
I find it interesting that many people from Northern climates try to darken their skin to look healthier, while people from more southern climates generally tend to make their skin a lighter shade. A friend has a theory that the practice either follows the trend of the wealthy, (avoiding the sun and hard labor -- compared to the recent trend of the wealthy being able to afford vacations in sunny places and developing tans).