Oh, totally agree about masculinity. And we need healthy conversations about what it is, and what we want it to be, so we can choose that, rather than have the marketing industry choose it for us.
I was once in a meeting at a home in Switzerland where the basement was peppered posters of the original Marlboro ads. The owner of the house was the ad exec who oversaw all that. I asked her about the conversations they were having when they developed "the Marlboro Man" mystique, and she said it was entirely a conscious manipulation of American masculine mythology, and they saw everyone who was attracted to it as a loser and a sucker. I was floored at how open and dark all that was. They just didn't care (and now, ironically, thousand of people will die from covid19 who otherwise would have lived, because of that manipulation).