Look it is difficult to be myth busted, because it is everywhere in nature. So Phi, just like Pi is a tool used in combination. Having said that, it is not the only rule. You can extrapolate all sorts of ratios from a form. That is so wrong to do, what you need to do is apply the ratio in a design deliberately and the appealing from will be close/approximation to/of the ratio relationship. These are not perpetual motion ideas here, is just a relationship for a certain form, nothing more. Other forms have different ratios, some are appealing and others not.
Again, it is one tool of many........
There are forms, patterns and ratios that are appealing to us. Just as a baby or a young animal is cute to us so they would not be abandoned, these are natural things of beauty for a reason. They appeal on a subconscious level, as do certain shapes like the feminine curvy form. So designing a car with curves that resemble a woman's body will always appeal to us over a straight lined form. Can't fight nature, sorry fellas.
EDIT: Ok i see, the myths is actually the supposed application of the golden ratio in the design of the Parthenon. Sure I agree if the evidence supports it. Is just a tool in the end, no holy grail. Nothing more nothing less. We move on.