Literally just reread this from the start since there hadn't been a chapter for a while, and then this came out.
@mikl Midou would be stolen.
@rissira The change between a guy to a girlish girl is much bigger than a girl turning into a more girlish girl. The story in the latter case would definitely boil down to, "You've always been beautiful to me even without the makeup", and Midou would look worse for only getting attracted to a girl when she is fill of make up, at least in this case Hiura's transformation getting people's attention makes more sense. Not to mention that yes, at the end of the day it's a gimmick, and there's a TON of Shoujo manga and even stuff in other media, especially western stuff with, an "average" girl puts on makeup and suddenly everyone is in love with her. Cross-dressing makes it more interesting.