Looks (nearly) always come first, male or female. It is one of those things and when our eyes are open, it fills 90% of our data. It is natural to use all that information to make judgements.
morally grounded masculine man is not attractive in the new model of society,
I think morally grounded men are attractive - in secret. It is like people try to deny they exist by only cherry picking, broadcasting and depicting the worst examples. This ultimately just makes the problem worse of course.