I agree that beauty is the whole point of it. They should either keep it a beauty contest proper or just change their name to female talent competition or something if they want to go that route. But doing the former will probably be tough, since in modern times they have too much competition from porn and instagram and such, and they are too vanilla to compete effectively. If I were in charge of it, I would either go the full talent competition route, or I would make it less family friendly and make it a real competitor to porn. For example, they could have different rounds in the competition - evening gown round, bikini round, naked round, blow job round, sex round, etc. The one who does best in all these categories would win.