I agree that bodybuilding is blended now with social media. It does make it harder to stand out. Georges St-Pierre made a similar statement during his retirement speech not so long ago.
I think that comes with pros and cons. I remember reading comments by competitive bodybuilders stating that smaller guys were not hardcore. Check out a friend of mine from Thunder Bay on Facebook or through an online image search:
Niall Beatty.
He competes in Men's Physique. He bench pressed 365-lb at 185-lb body weight, and 385-lb unofficially just after the meet. A friend said he hit 405-lb with contest form some time later.
He is 5'9" or so, and competes around 185-lb, I believe. I don't understand why looking like Jay is somehow preferable looking like Niall. But prior to all these new divisions, there was no place for these guys to go. Now they have lighter weight categories, so I don't have to fear for their health as much.
Wasn't there a "Fit Model" division, and even a category just for...like diabetics who lost weight or something?
Ultimately, that's a bit much. But I do like these extra divisions for "Mini Bodybuilders", like Niall.