Why does the qlippoth horrific appearance require a standard action to activate?

[Yqatuba]

You'd think it would just always be on unless they somehow get even uglier when it's used.

[avr]

It is always on - gaze attacks (which horrific appearance is) can affect a target up to twice a round, once passively on the targets turn, once on the monster's turn if it chooses to focus on an enemy as a standard action. If it doesn't so choose then the passive effect still occurs to anyone in range who doesn't close their eyes for the round.

[Carrauntoohil]

What avr said.

This is specifically called out in the gaze attack monster ability, where it says that there is an always-on component and a 'focus attention' component.

The Horrific Appearance(Su) description for the general qlippoth entry says that it's a gaze attack, so that's how it operates.

Although it is odd that a Qlippoth with a gaze attacked where the horrific visions are of its trunk burrowing into you can veil its eyes to negate the ability.

[Thunder999]

Until it looks you right in the eye it's just another horrible ugly monster, but when you meet its gaze you feel how wrong this abomination is.