Un-deep

Some people are accused of being shallow in their pursuit of the opposite gender. Where does that idea come from? It's a stretch to say that some of us don't have certain strong biases when searching for a significant other, so why is "hot" or "rich" considered shallow when "kind" and "loving" are not? Is there something inherently better about those? Is it tied to the relationship itself? Perhaps the latter make for longer-surviving flings? However, that once again assumes that one is searching for something long-term, which may or may not be the aim. Another judgment call made on seemingly shaky ground. Can we simply say that everyone looks for particular things and none is better or are there actually better things to seek? Is there "shallow"?