why don't people wanna acknowledge that height matters to a lot of women?

Whenever I look on dating subreddits, subreddits like inceltears or even in real life, both men and women seem to nullify the importance of height when dating. Other physical attributed like facial attractiveness maybe also get underplayed but not nearly to the same degree. I don't understand why people feel the need to lie about something that to me just seems like a fact of life. I'm fairly tall and that's by far the biggest advantage I've got when it comes to dating. I look average, I'm reasonably smart but kinda awkward, I'm not muscular and not very funny yet I have decent success on dating apps. I know it's in large part due to my height so I feel lucky as I didn't do shit to get to 6'5. A lot of the first dates I've been on start with the girl telling me something along the lines of "wow you're really tall". At one point I asked a girl on a second date if she'd go out with me if I were her height (maybe like 5'4) and she kinda giggled and said probably not. From both my personal experience and what I see online, it seems like height does matter so why are people reluctant to acknowledge that reality?