Alright, so i'm going give you a few things to consider when approaching this subject.
First off, everyone IS going to have a different opinion on this matter, and ultimately, mine is: Looks do not matter (except in perhaps extreme cases, as you were suggesting in your initial post).
Discovery Channel had an episode once that looked into the way we attract each other, and how there is an internal rating system (of which I'm sure you're aware of, or have at least heard of), rating people 1 - 10, 10 being impossibly good looking. While this is a sketchy rating system, which I don't believe in, it was curious to see that the people, the subjects, WERE attracted to people of the same or similar caliber in looks. A 5 went for a 5 or 4 or 6, a 9 went for a 9, 2 went for a 2, etc. Of course, these people were pretty well matched up, with few exceptions and extreme examples, which makes me doubt that it's accurate - HOWEVER, I suppose it's a reflection on the mass general population, and how, in the end, the majority of couple do wind up looking alike or at least "going together".
Personally, I have not put looks high up on my internal "checklist". When I was in my early teens, my female friends and I composed lists of things we looked for in a guy, and the top 5 were: confidence, creativity, kindness/understanding/sympathy, open mind, intelligence. we each had a "bonus" category, and there was where I put "looks". A lot of my friends included looks in their top 5 requirements.
However, over time, this has changed for us. Looks remains about the same importance for me, but for a lot of my friends, it has dropped in their checklist. This is because:
A lot of my incredibly good looking female friends have fallen for the "really hot guy" and have been incredibly hurt by him. Looks boost a guy's confidence, in a way that makes a lot of hotter men feel inclined and privileged and seems to, by pattern in personal experience of mine and my friends, make him feel as if he's an exception. A lot of the more attractive guys I know cheat more easily, have more superficial values, and their mental checklists require their girlfriend to be "hot". After being hurt by these "hot" guys, many of my more beautiful friends are less inclined to include looks, but rather, are attracted by confidence, security, stability, intelligence. Many have thrown looks out altogether, settling for a guy who simply loves them and appreciates them for who they are.
To me, I'm not attracted by muscles or by hair styles or by how clear their skin is - I do have a "type" and that's a short guy with brown hair and blue eyes. And I've been with a guy of that nature, and when he knew he was "my type" his attitude changed and suddenly I didn't mean much to him. Which was probably my fault for sharing with him that his looks got me, but to be honest, there wasn't much to him beyond looks.
My current boyfriend attracted me by wearing a hot pink shirt... he's an "alpha male", and while he isn't the "hottest" guy around, being with him has given me the pair of eyes to see him as far more attractive than most other guys. His confidence in wearing a hot pink shirt made me laugh, and his personality sparkled a lot more than his eyes, at the time. Looks grow on people, I've noticed. I've dated a couple guys who most told me were downright ugly or goofy looking, but I saw their heart, their creativeness, and their love for me. and while I wasn't drawn in initially by their looks, I later found "little things" that I thought were endearing in their looks, that I came to love and appreciate and think were "cute".
I realize looks may be required for someone to be able to be "turned on" or to have initial attraction to them, especially for guys - which is perhaps why I feel more girls have secrets crushes on guys than guys have on girls. And which is why guys will take the initiative more than a girl will. But, I personally throw out a rating system - I can tell when one guy is hotter than another, but I also know what that usually means for personality.
Things that are more attractive to me fall under personality and how they carry themselves; shoulders back, not an overwhelming amount of peacocking (say, if my bf had been wearing pink sunglasses, a gold chain, along with the pink shirt, that'd have totally repulsed me rather than attracted me), and they sound like a gentlemen and they're genuinely interested, ask questions, and have at least a hint of intelligence, that has me sold.
But a pair of lovely eyes doesn't hurt, either
I hope this helps? You can question me further on which matters you desire more input on. Thanks again for asking!