Because the only hard work men are socialized to do is courtship as in "chasing" ,making the first move, coming up with date ideas, having the initiative and making the choice. Women are the ones expected to wow men with their looks especially and with a bonus personality. For men in courtship it's more about showing their ability to be "strong" whatever that means, to be funny and entertaining (maybe) after being given a chance.

That's the thing, men making the first move actually also means they have the choice first and foremost and in the past that was the case. Of course, it's all diluted now but it's still observed in relatively little things like this.

Of course then there's the thing that women are given access and are allowed to explore and develop more social interaction tools and techniques while a lot of men don't really know how to "sell" themselves, their personality, it doesn't come naturally to them as it does to women simply cause they weren't socialized to.

I also noticed a lot of men have the worst pictures possible, bad lighting, stupid poses, poor quality, etc but they expect women's profiles to have super good pics and in just the right contexts to showcase your bubbly, happy, sexy personality.