You would probably have to ask the SOME guys that claim this.
Some girls are adept at putting on makeup so it makes them look great without seeming to have makeup on at all. They have a light touch - they knows what looks good on them - and it gives them confidence to wear it and look nice.
Personally, what's hard to see are the older women that cake on a bunch of makeup - either because they can't see that well - or they think more is better - and they can't see how old they look.
I like a lighter touch - foundation and mascara - and it works for me. Well, at least I don't scare small children!