People fall in love at first sight all the time. It is biologically programmed into our species. There is documented proof of why looks DO count. It is all about symmetry and signaling to a mate that you're genes are fit for survival.
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The structure of a person's face also gives insight to fertility.

Estrogen caps bone growth in a woman's lower face and chin, making them relatively small and short, as well as the brow, allowing for her eyes to appear prominent, Thornhill explained. Men's faces are shaped by testosterone, which helps develop a larger lower face and jaw and a prominent brow.

Men and women possessing these traits are seen as attractive, Thornhill said, because they advertise reproductive health.

Thornhill also points to the booming nip-‘n'-tuck business—which is very much about improving a person's symmetry—as evidence that people find the quality attractive.

Another recent study revealed that symmetrical dancers are seen as more attractive."

Quoted from:The Rules of Attraction in the Game of Love
Bjorn Carey