I never considered facial hair, is it a big deal with men?

Hmm, I don't know - it's a moderately big deal for me, but that's because I have it. ^_^; Mostly I was thinking that on TV all women hate beards, whereas in real life I have heard plenty say that a bit of well-tended facial hair is sexy (as for me personally, I have been told by one charming young lady that guys with beards are awesome because they look all intellectual while stroking them - and I have been told by another that, quote, "you look like a bear is eating your face." So clearly tastes differ wildly. ;) ). So it struck me as similar to blondness in women in that conventional wisdom says that one thing is popular but in reality different people like different things.

while I've heard guys say they think women prefer beefy, muscular men, most of the girls I know who've ever brought the matter up say they're into more slender types, so maybe he's one of those slender-but-fit'n'toned sorts and whines about girls wanting Hulked-out steroid-addled muscle-monsters while, of course, ladies constantly tell him how superior they find his physique?

Yes, that'd fit perfectly, I think! :)