Right, but with humans, the only viable option to fulfill this proposition is a positional arms race of plastic surgery. Innovation in a market is usually good and has brought huge benefits; you can't really "improve" your looks after possibly weight loss and personal care without a doctor. Of course you can usually improve yourself, but dating apps usually mean judgement by attractiveness. It's basically the difference between actual product innovation and better advertising, to use your analogy. You'll just get huge spikes in chin implants and steroids, and everyone will be worse.