They went to LA and they arranged for 3 very attractive women to judge the Professor. First, they dressed him up so he looked really poor and they placed him at a table near the women. They asked the women what they thought of him and the result was disgust... absolutely nothing positive about the "poor guy".
Then they went and gave him a make-over. They bought him a nice suit, new shoes, gave him a nice haircut, bought a nice watch and finally, they had him drive up in a Bentley and he got out next to these SAME WOMEN.
They then asked these women what they thought of him. And these same women, not recognising the same man, were now full of utter praise for him!
So apprently... those Armani suits, watches, cars, etc... DO WORK.