I’m guessing a large reason for most guys looking like shit in this day and age has to do with the quality of the available drugs?
Despite fitness' rise in popularity, it's hard to think bodybuilding has risen or even maintained.
For example, today there are ample non-"bodybuilding" divisions, and that shows that people want this. But why is this? Well, as anyone would know who knows even a little about high level NPC/IFBB bodybuilding, this is entirely chemical warfare. Everyone knows
that is what makes the difference. What we also know, and have more readily available examples, is the side effects of the drug lifestyle (and that's not just anabolic steroids).
Back in the 90's we relied on magazines and legends and "gym bros"... but with the internet, everyone has access to the bullshit side of bodybuilding. It's a "sport" that needs to adapt or it's not going to be covered on ESPN anymore.