What do you mean by saying "It has not so much looks."?

Question

It's difficult to understand the usa language and culture

Answer 1

It doesn't look very appealing maybe?

Answer 2

Usually that beginning is followed by, "but rather is has _____." Then fill in the blanks with some quality like power, integrity, etc.  The statement is designed to imply that looks are secondary when most folks are assuming looks - in that particular situation - are primary.  

Answer 3

looks arent everything