Humans being thinking animals, we can override our instincts and sometime act in contradiction to them. However, the characteristics men find attractive, generally, are those indicative of fertility - wider hips than waist (the classic 2:3 ratio), youth, a healthy appearance, etc.
While a man might be programmed to “spread the seed”, there is an equally strong programming to ensure the survival of his offspring. Despite deadbeats, most men want to support their children. Similarly, a pregnancy is a major “investment” for a woman, it ties up important resources for a woman and is a ride she generally can’t get off until the end; failed pregnancies can have serious health consequences. A man supporting a partner will want one who shows serious promise of being able to carry to term. Also, men are programmed to prevent other men from carrying on with their womenfolk, a trait that can get downright nasty with bar fights and when it collides with modern women’s rights.
You can read about a lot of reproduction strategies in the animal kingdom, and many have analogies in human behaviour. The “sow the wild oats” strategy, scattering seed far and wide and letting someone else support the offspring - that historically did not work too well. Folklore is replete with stories of orphans and step-children mistreated and hard done by.
Read Jared Diamond’s “the World Until Yesterday”, and most tribal arrangements did not include excessive polygamy, as most tribes did not have an imbalance of men and women. Presumably the risks of warfare balanced the risks of childbirth to keep the balance. I assume anyone who tried to be too sneaky would trigger the jealousy gene in other males and tend not to survive.
So generally, the male has one shot (at a time) at reproducing, and must select the “right” mate whom he will successfully help raise his offspring. So women put on the show for men, because they need to attract the male who may choose them. Meanwhile, women decide who to compete for. So neither sex has a monopoly on “choice”, the way a herd of does ends up “belonging” by default to the buck with the biggest… rack. Both sides are selective, but for different motives.
(Many of these varied reproduction strategies work in parallel. The cuckold strategy works as long as not too many practice it, so has not to trigger widespread jealousy. The polygamy strategy obviously has resource limits, will work for the grand poohbah, but taken to extremes will produce an army of bachelors intent on trouble… and so on…)