what ultimately doomed Boeing was not the looks of the aircraft, but they couldn't fill the Marine Corps' checkbox by preforming a STOVL take off properly.
The X-32 might have been able to do a STO with the cowl in place (don't know, really, since we never got to see them try that.) But it definitely couldn't properly hover or land vertically (VL) with that in place. The airflow was too restricted without forward motion and they had all kinds of problems with it on the hover pit. Eventually, they removed the cowl for testing at the hover pit so that they could get through that. (Pretty sure the cowl being removed contributed to hot gas ingestion, but that's another story.) And that probably would have been OK if they didn't actually
have to put it back on the the aircraft to complete up and away wingborne testing. Without the cowl in place, the X-32 couldn't get into the supersonic corners of the flight envelope.
Still, that probably didn't
entirely sink them (even if it should have,
Druyun was still involved in the project at the time). But having a flying qualities demonstrator that can't be put through all of its paces without landing and being modified between tests certainly doesn't help you win a contract.
Just to drive the point home, Lockheed decided that even though they'd completed all of their testing, they wanted one more flight - "Mission-X". Turbo taxied the X-35B out, performed a short take-off, went up to altitude, broke the sound barrier, came back, and landed vertically. I distinctly recall the words, "Let's see Boeing do that!"