I don't know how shallow that makes people. Most people are initially attracted to their partners from externalities, such as physical appearance, status, etc. We are all liars if we deny that a physical attraction or an attraction to perceived security is important. But what happens after you meet the person is usually the deciding factor in long-term relationships, and after a while you learn to look beyond external cues. But even then, that initial attraction is still important and almost always comes into play in selecting a potential partner. It is called human nature. I really doubt there is anyone single that would realistically walk up to random women in a mall asking them a 20 question survey about their beliefs, intelligence, moral stance, and overall personality, all while completely ignoring how they look and all other external cues under the pretense of looking for the best "person" to avoid being shallow. Something kicks it all off, and usually it is based on what we can see about an individual. So online you can't see them, but you are programmed to want to see them. It isn't strange or shallow at all really imo. Stupid "study".
Salt Lake City’s top five determining factors (in order of importance) were Profile Picture, Occupation, Income, Body Type, and Age."
Well the fact that there isn't a single personality trait quality listed in the top 5 is kind of shallow.