At some point around 2005-2008, I just started noticing every guy around me was lifting weights like they were going to raid a tunnel system in Afghanistan, and if you could grow a decent beard, you did. And then the ripped look was kinda table stakes. Everyone had to mirror that alpha male SEAL physique and eventually people forgot why, and it became a self reinforcing cycle for the next 10-15 years.
The article makes a great point about the softer bodies of sex symbols in the 80s and 90s. That's rare to see now.
It is definitely still a thing of course, just look at start up people. Everyone in a leadership position is bulging out of their clothes.