Actually I think girls are more superficial and shallow than guys are.
Males are not that choosy when it comes to finding a sexual mate, how many guys do you know that would "do anything with a pulse". I know a lot of girls who are not that physically attractive but have bubbly outgoing personalities and they get a lot of attention - and sex.
Females on the other hand are much more picky, and part of this is to do with (in my theory anyway) how they are accepted by their friends. When you hear girls gossiping to each other, they say things like this "I met this guy last night....he is soooooo fine", or "I met this guy", "is he fit?", "wow I met this bloke he's just got a body to diiiee for". You don't hear them saying I met this guy he's got a lovely PERSONALITY do you! Girls can be quite judgemental over each others partners and if one of them starts going out with an attractive male thats big time social status for her, conversely a female going out with a male deemed unattractive can be seen as having kind of accepted that she has to settle for less.
It's not like that with men, where "pulling a munter" can be seen as quite an achievement amongst ones peers.
I also think the "nice guys finish last" theory is flawed. It should be written "non-attractive nice guys finish last". Pat Rafter and Tim Wheeler are nice guys but I would be surprised if they are virgins.
In general if you put to a girl the choice of an average looking fella with a top personality, or a gorgeous prick, most girls would go for the gorgeous prick. They would like the average looking fella as their friend so they could have a whinge about the gorgeous prick, "why do i always fall for the wrong guys" etc.
Having said all that, the one girl that I really fell in love with I wasn't that attracted to physically when I first met her, but she grew on me as I got to know her because she was such a lovely girl. I do feel cynical that the same would happen to a male though!