Why do some women try to justify being shallow?

For example, why do some women say they like rich men because those men are hardworking and successful? In reality, these women would go for a rich man who is a lazy slob that inherited his wealth. Or, why do some women say they like attractive men because those men take care of themselves, exercise, and eat right? In reality, these women would go for an attractive man who eats crap, doesn't exercise, and just has good genetics.