If a guy calls himself 'average' when responding to a personal ad, is he going to be really unattractive?

I know it's all relative, beauty is in the eye of the beholder and all that, but isn't it customary (if you're going to talk about your appearance) to call yourself 'attractive'? Maybe the guy is insecure, but I have to say that's not a great sign... Any and all thoughts are welcome.