And it's not even just about 'social beauty standards' - some women do it because we really like to.

Yes, I thought about including that as an aside, but getting into that gets into messy side-argument territory, because it's impossible to say whether or not as many people would just "like to" do something that conforms to the standard if we weren't immersed in the standard in the first place. I didn't want to turn the whole thing into a debate on "choice feminism".