The key is not just the different look, the Aesthetics/Zyzz-like guys have fun in life. They go out, party, bang hot chicks, and still have a great built. The life of a competitive BB is miserable (eating, sleeping, injecting, isolation...).
Wasn't you intention when u started working out to have a better, more fun life than a miserable one? Maybe the trend isn't too bad.
Here is the thing, Zyzzz needed the body to do it. He wasn't popular, wasn't anything until he hopped on the gas.
People want to be around a winner. The thing is, many a social media star is about the image of being a winner. Accomplish nothing, yet make people believe that you are something. And that is attractive to folks who want the fantasy, yet don't want to put in the time. And many were introverts and some still are, they just either got the body and became extroverts or they still are.
Remember what Dorian said? If still holds true, "you can take a insecure 140 pound man and build him up to 240 pounds, but he still is an insecure man." Same thing, just not as extreme a weight gain.
And if women like it, men will do it. If it attracts attention from women, more men will do it. If something attracts more attention from men, more women will do it.
Social media has allowed the chaff to feel like the wheat.