Why are women so content with putting up with such burdensome and obviously gender biased beauty/ standards?

Even today in 2009 women/girls (at large) don't seem to have much problem with acquiescing to what is an obviously biased gender dynamic. Why not? Why do women *feel it fair that they be expected to go to such greater extremes than men on issue of beauty- and why do women feel it fair that women's uality be so much more commercialized and for /beauty to comprise so much a greater portion of women's social gender identity than men's?