They purposefully choose to focus on personality because it's something more ambiguous and malleable than looks.
You can always cherrypick something a person said or did to make it look like they have a good or bad personality, because no one is one-dimensional evil or good.
Meanwhile, if you were to put a picture of the person, everyone can tell a Chad is good-looking and a deformed truecel is ugly.
It's like dishonest pastors who say "I'll cure everything" then you don't get cured by them and they say "you didn't have enough faith, bro!" Just like PUAs do with ugly men as well, the guy could have approached 10.000 sets already and tried everything, practiced like crazy and they'll still say "oh you're still making mistakes here and there", or even worse, "you aren't trying hard enough bro."
It's an old trick.
