Why? Simple. Young men now have to compete for the attention of women in a way that they never did. In times past, if there was competition for a woman’s attention or time, it was with another man - someone they saw as an equal, a better, or someone to be defeated. Now the competition is with the woman herself. It’s not just a matter of putting on the act of shaving, buying a suit, going to church, spending time with her instead of sporting events, and so forth - for the purpose of courtship only. Most of that could be shut off immediately after the marriage license was signed and the rest after the birth of the first child.

Generally speaking, society is applauding women for competing with men like that, and telling men that they have to ‘be better’ - while not giving clear objectives on what “better” is. Add to that ongoing social friction (especially now after the lockdowns), and the situation for many young men is looking rather bleak.

Along comes Andrew Tate (and a slew of other MR activists), who tell these disappointed, depressed guys that what they’re experiencing is not their fault (which is what they already believe, but are afraid to say). They provide clear, simple answers - do this, achieve that. And it works, especially the basic things. Why wouldn’t they listen to people who tell them that they’re not the problem? Or who tells them what they can do to solve the problem? Of course young men listen to it and heed it. But because they’re so caught up in a cult of personality, they don’t know how to speak a new, less toxic voice into existence.