Physicists believe the best theories are beautiful, natural, and elegant, and this standard separates popular theories from disposable ones. The belief in beauty has become so dogmatic that it now conflicts with scientific objectivity. Worse, these ""too good to not be true"" theories are actually untestable and they have left the field in a cul-de-sac. To escape, physicists must rethink their methods. How beauty leads physics astray.