I also believe men choose a life partner on far more than image and looks anyway.
So why can't 'natural looking' be seen by many men as a slight indicator of other attributes - that they are more sensible, less narcissistic etc.
If men do (and I agree with you) prefer many other factors then can't a lack of overtly fake looks be part of that assessment?
Consider these two scenarios (both of which many will have witnssed):
Scenario 1)
Group of single women out on the town, spot a stereotypically beautiful but fake man - tall, good body, great skin, tanned, crazily white teeth etc etc. Lots of nudges and swooning laughter and sexual comments. Many of the women 'participate' in the ritual, but wouldn't actually want to do anything with him.
One of the women makes out with him.
Scenario 2)
Group of single men, spot stereotypically attractive woman - legs up to her neck, slim, blonde, fake tan, extra white teeth etc etc
The men make gestures and sexual comments, and one of them makes out with the woman.
Why can't most of the men be like most of the women, and 'going along' with the ritual, but not actually want to do anything with her personally.
In both scenarios, it 'seems' like the fake looks are hugely attractive and easily gets the opposite sex interested, but in reality, 80% of the ladies and 80% of the men were 'going along' with it, but actually would prefer someone less fake.
I honestly think this happens a lot and we all end up thinking we know what the other sex likes in men / women, when in reality we are seeing a ritual being performed where most of the opposite sex are playing along. Get them alone and you get a very different story about what they really like.