An ad from Gillette blew up the Internet earlier this month. You've seen it. The one that says men need to do better. It strikes against bullying and sexual harassment...you know, toxic masculinity.
The usual vetflakes and emotionally fragile reactionaries immediately went into spasms of rage over the idea that a company was telling them that they shouldn't catcall women or let a kid get beaten by an unruly mob chasing him.
Some people are legitimately outraged by the idea that young men shouldn't be giving each other beatdowns. A not insignificant group feels seriously threatened by being told to be better.