Mohammed Benaziza started it. Yates took it to new levels. The rest simply followed.
Benaziza was about conditioning. That is how he beat Dorian. Dorian brought the SIZE and Conditioning. When Dorian showed up at 257, sliced and detailed, that was when it all started.
Granted Haney was a taller dude and was 255, He still had that 80s look. Dorian brought the chemical game up to actual warfare.
That's pretty much how the women's side is going. Although in 10 years, "physique" will look like Iris Kyle again and it'll wither and die with another upstart "aesthetic" division ready to move in.
It is The Way of the Thong.
With women, it started with the "fitness Olympia" back in the 90s. Women who used to be gymnasts and cheerleaders (in fact Lenda Murray used to be a cheerleader). They used to do routines, consisting handstands, flips and all of that. Mia Finnegan ring a bell? Then they introduced Figure for the women who couldn't do all the athletic stuff (I forgot that black figure competitor who had the flexible back). Then I think next was bikini.
One after the other, the women got progressively bigger, muscular, and ripped. In fact, DLB is more muscular than Rachel Mclish or most of the female bodybuilders from the 80s.
And I believe that this is formula that they will use for the men's physique/model.