We can say with great certainty that feather color affects female preference for particular males and that changes in the signal have really important consequences in terms of whose offspring you're caring for.

[Appearances] are also important for establishing sneaky pair bonds behind your mate's back. Upkeep and maintenance are just as important as the first impression.

This is something that most humans can relate to -- think of how much time and money we spend on our looks and status long after we have established stable relationships.