Issues like this have been around for a while. A huge problem in its modern manifestation has to do with things like the self-esteem movement which centers itself around protecting the feelings of children as you're forging them into adults on the way up, the absurdly bullshyt insistence that gender is entirely a social construct, and lack of assumption of personal agency when it comes to building oneself up to being what one might perceive a "real man" to be. I personally don't mind when other men fail to meet a rigid standard for masculinity because it allows me to surpass them and set myself apart in a positive way.
It also comes with the fact that feminism in its most modern form has jumped the shark. It's gone from being a movement that pushed for women's right to vote and avoid being discriminated against to being a movement that insists on pushing a wage gap myth, rape culture myth, giving men the short end of the stick in family law, demonizing male sexuality as predatory and evil, and ruining academic life for male youths. With masculinity being so effectively demonized like this, it's no wonder that so many men might be tempted to act more effeminate and repress even the better part of their masculine tendencies in order to seem less threatening and fit in better.