people are afraid that if they follow bodybuilding (looking and comparing men's near-naked physiques) others will see them as gay.
yeah, funny how that works.
anyway, bodybuilding wasn't much more popular when the guys did look like that. even then it was basically riding off of arnold. the problem is that while arnie was a freak, he was 235 and 6'2". huge, but human. he could be in a movie at that size and just look like a very big dude. even guys like bob and rory are at a freakish level of size that just look like a rhino to most people. don't forget that the male ideal went away from the arnie/vandamme mold a while ago.
it also doesn't help that bodybuilding isn't a test of athleticism or skill, just parading around nearly nude for men to judge. plus have you actually seen a show? jeezus it's boring. that's why WSM can have marathons, because it's fast, exciting, and an actual contest. who the fuck wants to sit and watch 23 guys post for four hours?