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It seems that for many companies is more important the image than the content... I agree it is a good way to assess the company values or its HR/Management quality.
I can see quite few ignorant but well spoken confident people getting the top jobs in UK. A person with a good look, good memory and some theatre training seems to get away with anything, by the time the company realizes (if they do) the damage, he/she will be already moved to other possition/company and left the worse looking ones to repair the damage. Reflection of our culture... maybe, in the middle time, other countries with awfull looking people will take the lead.