That's my character in DC Universe Online. She looks that way because I tailored her to look that way. Nice and normal and unassuming. But don't be fooled. She's decked out in fancy gear..
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"They aren't dolls, they're ACTION FIGURES!" (lulz)
Nope, not shallow at all. Part of what makes us care to improve our characters is that we think they look cool. That's always been the trigger for me in a game like City of Heroes. When my concept starts working with both costume and powers to actually take on a life of its own. When I start getting /tells saying "Cool character man!" I kinda want to keep playing that little dude. I guess the whole customization culture over there gives rise to both fashion shows (I kid you not) and a curiosity about what other players have thought up.
Not sure if it's the same thing in DCU.