It's been mainstream for a while. People just weren't overt about it and used bluepill truisms to convince us otherwise.
Maybe people weren't using blackpill terms back then, but this idea that looks trump all has been woven in the social fabric since forever. Speak to anyone long enough and it gets out that you have it better if you look better. And what's more, everyone eventually admits to the fact that there isn't anything significant you can do to change your standing. And when you eventually reveal this reality to them, they go on to call you an incel or a misogynist.
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