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It's an old story that girls say they want nice guys, but won't date them. People have been talking about this since at least James Dean, but probably long before that.
Guys trying to be attractive to women by playing to what they think women will like is also an old story -- as old as the peacock. That it's now an industry? Meh, that just says something about our interesting commercial culture -- not about gender roles.
It's a non-story to claim that this has anything to do with feminism or gender role confusion.
