In his latest book, Richard Dawkins points out a rather gruesome fact about angler fish, deep sea dwellers that use a lure to trick other fish into coming close enough to be eaten. The fish that end up getting eaten are effectively voting on the convincingness of the lures. This is a bit macabre for two reasons. Most obviously, the prey fish are ‘voting’ with their lives. Also, they are participating in an evolutionary process where better lures are rewarded, and thus become more common and a further peril to their peers.
He also points out many cases in which the traits of males evolve in response to the reproductive females of choices, in species where female willingness to mate is a key factor. He calls this the ‘selective breeding by females of males’ and it is often not to the benefit of individual males. A big bright tail might impress a female bird or fish, but it also catches the eyes of predators pretty easily.