I don't think the fall of bodybuilding has to do with the guys being bigger. I think it has to do with the fact that there have been less "marketable" white handsome men in the industry. Look at the youtube fitness celebrities like steve cook, calum von moger, jeff seid, etc. These guys are what Hollywood thrives off of. Not guys like Phil Heath and Kai greene. I think Hollywood has a huge role in how people perceive something as a culture. Bodybuilding used to have a mystique and power surrounding it, now its poked at and made fun of by the media as dumbass meatheads who are gay and have "roid rage" and only care about "brotein"