Yeah, I do think women women on average put more effort into being physically attractive to men (certainly more time on average). I'm sure it's controversial to say but on a basic 1-10 scale my gay friends rank higher on average than do my straight buddies, and I think that's about effort, not nature.
I think hair, makeup,and clothes can change your base rank a lot but average women take advantage of this way more than average men while celebrity men and women both take full advantage so the 10 ranking is set just as high for both genders, but higher rankings are more attainable for "regular" women.
So maybe women aren't so much pickier as it is that neither gender exists as a perfect bell curve in our natural state compared to 10s and a lot of women's beauty is "unnatural" raising our ratings.
My husband and I are both pretty low key on attractiveness effort normally but the difference between me on an average Saturday and me attending a wedding is way bigger than his difference.
I mean believing Mr. Grab 'em by the pussy measures genital tightness with a finger isn't quite the stretch that adrenachrome is, but I take your point.