Keats famously proclaimed 'Beauty is truth, truth beauty. That is all ye need to know.' A great romantic meme (Keats died of TB, a bachelor, at 26), but honesty, truth are lousy guides to understanding beauty in the world. How many times have you been fooled by a pretty face (or fooled someone with your pretty face)?
In The evolution of beauty: How Darwin's forgotten theory of mate choice shapes the animal world---and us (2017), Richard Prum coins a word for Keats's fatuous meme: flatitude. A faux insight acquiring supposed profundity by flattening the intellectual complexity of the world. Contrast that with Shakespeare's Hamlet telling gorgeous Ophelia to take a hike: