I imagine there could be a variety of reasons.
Some women are naturally attracted to men they consider to be "good looking". This is especially true during their youth or if they've already decided they have no intentions of getting married.
In other instances they may have dated successful men who treated them like crap or didn't give them the kind of attention they desired. These women may have decided: "I make more than enough money and (I don't need a man for financial security). As long as he treats me right, is honest, caring, reliable, and has a job that's fine with me."
Past relationship experience has a large bearing on folks. If they've had a lot of bad experience with one type of man/woman they will consider a different type to find happiness,
A few years back author Lori Gottlieb wrote a book titled:
"Marry Him: The Case for Settling for Mr. Good Enough"
Essentially the premise was that women would be happier if they found a man who adored them and treated them the way they wanted to be treated as opposed to continuing to search for "The rich handsome knight In shining Armor". She might be saying don't overlook a guy who is going bald, shorter, who earns less money or has less education if he treats you right. From her point of view it's better be practical in making their relationship choice rather to be driven by physical attraction or income. (Also less competition)
The fewer options one leaves for them self the more difficult it is to find a suitable mate. No one gets "everything" they want.
Having said that there are many women who never outgrow their "bad boy" phase. They themselves have it all great looks, education, and great income and yet only the "bad boy" makes their heart beat faster. The sex is off the charts! They convince themselves they'll be able to "help him" or (change him) over time. They allow themselves to be used financially and they bend over backwards to earn his time and attention from other women. The more difficult it is to win "his love" the more valuable he is to them. A part of them enjoys the drama and competing with others.
Any guy who openly adores them and is honest and caring is placed in the "friend zone" because he is also seen as not being a challenge and boring.