Well, it's a fact that the appreciation of the obese female as a physical entity is not normal, it's a fetish. Men are generally "hard-wired" to like certain things. While ideal weight has varied over time, there is much more consistency in proportions. Men like women whose waists are smaller than their hips, for example.
Our standards of appeal (I'm consciously avoiding "beauty" here) seem to be fairly hard-wired. The so-called "ideal" in a woman's face involves roundness of the face and large wide-set eyes. Researchers have found that even babies prefer this sort of face, so it's fairly certain this is hard-wired, not cultural.
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