Most certainly. They are exploiting issues in masculinity that have been here for decades.
One of the ones they like to use is the ‘strong man’ and a callback to our forefathers (eg., miners from the 1800s. Typical ‘manly’ men). There is nothing wrong with being strong, determined, or ambitious, provided you’re a decent human being beforehand. These grifters, though seem like it’s the only thing that validates a guy, and that we must achieve it no matter the cost. If we don’t, we are failures and must find someone or something to blame