"my surprise/interest diminished when I skipped through the pages and found all sorts of sections on buying clothes and being in good shape."

Well, it does matter, as much as some people like to think it doesn't or shouldn't. It's certainly not everything, not even by half, but people like attractive people. It gets you through the door so to speak. That, in turn, gives you more opportunities to meet people.

If you have a crap personality most women won't stay long anyway, but if you're overweight and dress like a kid in high school then don't be surprised that women aren't falling over themselves to talk to you (and no, that doesn't make them superficial; it's how the vast majority of us are wired, and how you present yourself says something about you).