I am a male who has had several girlfriends who were the ones who initiated the idea of receiving regular facials from me. I never previously mentioned it or asked for it in any way. It was also talked about before hand to assure we were both on the same understanding about it. There was always an expression of enjoyment form the girls and in one case, an instantaneous orgasm.
So it's really just not for some women and others clearly love it. There is no one size fits all here just like any other sex act. Some people just are more open minded about things than others and thus are able to enjoy things others could not. With the diversity and personalization of each sexual personality we all have as living, thinking beings, I'm not sure why everyone seems to be looking for such a universal answer for all in regards to this topic. Can't we just have our OWN things we enjoy? Puzzling isn't it?