The problem is, Tate et al are offering something that requires no vulnerability, no self-reflection, no introspection - just doubling down on harmful masculine norms. It's McDonald's for the soul, and just about as bad for your health. The men (and others) who are offering something else require men to take stock of where they have bought into harmful (to themselves and others) narratives about how to behave and to grow and change. That's hard work, particularly when you've been messaged your whole life to never be vulnerable and to always be in control. I absolutely agree that we need more positive options to support boys and men, but mostly what I see them doing is outright rejecting that because it's quicker and easier to just keep eating McDonald's even if it's slowly killing you. Most men are so deeply identified with these toxic notions of masculinity (even if they don't embody them all) and the ways that guys have to compete with each other to stay inside the Man Box that few are willing to be the first to do something new and different.

We need a cadre of male heroes and leaders to take this on and make it cool so that more guys will be interested in going that direction.