Bodybuilding has been badly mismanaged.
1. 95% of people who join a gym aren't training to improve their performance in a sport. They just want to look good.
2. There's a worldwide fascination with looking good. Just look at the money spent on cosmetic surgery, diet help, beauty products, etc.
3. Imagine an activity which has as it's ultimate goal: looking good. Bodybuilding.
What kind of a fool would you have to be to take a pursuit, like bodybuilding, which is perfectly tailored to cash in BIG on the pursuit of fitness and beauty, and then stigmatize it until even its own practitioners are ashamed to admit their participation?
Gayer than killing the goose that laid the golden egg.