In the almost 4 years I’ve had The Rational Male up and running I have neither monetized nor commercialized the blog. I began with the explicit intent of making everything I do accessible and in the past year and a half since the first book published I’ve turned down at least seven different (lucrative) requests to put ads or promos on the blog.
I’m happy to say I’ll still never monetize this blog, but if I were to offer ad space my first spot would be reserved for Protein World. I can’t vouch for the quality of their products beyond what I know in general of protein supplements from years of bodybuilding, but that’s not the point. The point is that these guys had the balls not only to stick to their guns, but to double down when social justice warriors and body fat acceptance “activists” took it upon themselves to systematically vandalize their most recent ad campaign.
@lawrencedarcy We won’t apologise to the irrational extremists who are causing criminal damage to our adverts 😜😘💪
— Protein World (@ProteinWorld) April 27, 2015
I’ve made my living in brand development for over 20 years now, these guys deserve some respect. Granted, at this point they have no option but to go on offense, but in today’s fem-centric social order this is an anomaly.
I’m drawing attention to this selective vandalism to illustrate a larger point; in a feminine-primary, feminine-dominant social order any reminder of how that order might be challenged (especially on a visceral level) must be met with a selectively sexist countermeasure.
You see, what Protein World’s campaign does is remind less than physically ideal women that despite all social efforts to convince them otherwise, men still evaluate a woman’s sexual market value based on her physical appeal. No amount ‘personal acceptance’ or clinging to internal worth and validation will change the sexual response men evolved to optimize over a hundred thousand years.
I covered this briefly when I explained the misconceptions of Robin Korth in Separating Values:
One of the major problems women have, and more than even some Red Pill men have, is the conflation of sexual market value with their intrinsic personal value as a human being.
It needs to be emphasized that while personal value is influential in sexual market value, SMV is distinct from your value as a human being. I’m stressing this because, in the age Disney Princess empowerment, this conflation of the two has become a go-to social convention; and not just for women.
What Korth suffers from is presuming her personal value is her sexual market value.
It’s disruptive to her self-perceptions and ego-investments when that presumption is challenged by a man who doesn’t want to fuck her for reasons based on the intrinsic value she believes she’s entitled to by virtue of maturity and imaginings of self-sufficiency. Just as women aren’t aroused by men’s own self-concepts of virtuousness and aspirations of higher purpose, men aren’t aroused by whatever ephemeral self-perceptions a woman may have.
Feminist ‘equalism’ is always shocked that evolved human biology and its feral predispositions won’t cooperate with it, but such is the frustration with any social order or ideology which fails to account for the realities of human being’s natural states and biological imperatives. There is a conceived, higher-order expectation that, through freewill, conviction or some other learned, reasoned means, people will rise above the influence of their base nature and comply with what they believe will make for an idealized existence.
What egalitarian equalisim, struggles against is basic human instinct, nature and impulse.
This refusal of understanding base motivations is at the heart of these “activists” outrage. Feminized egalitarian equalism fosters the idea that men and women are essentially equal beings with different genitalia and a co-equal capacity for rational agency. Under those auspices men and women should be able to bypass their inherent, evolved, sexual prompts and make the conscious rational effort to focus their arousal and attraction on the more intrinsic personal worth of the opposite sex.
In the egalitarian plan Hypergamy should be as self-consciously sublimated for women as men’s should be for repressing any expression of being sexually aroused by a woman for anything other than her intrinsic personal worth. Any man with a baseline awareness of female behavior knows how effective this plan is.
But that’s not to stop women from simultaneously being offended by visceral expressions of men’s sexual ideals while holding a double standard for their own physically ideal men.
You see Protein World applies an equal standard across their ad campaigns, and the message, when paired like so, is one of encouraging a physical ideal for both sexes. To my knowledge there was no initial outrage over the male version of the ad on the right. There was no outcry or messages scrawled on these ads stating “Contrary to popular opinion, men’s bodies do not need to be changed for the beach or anywhere else.”
It’s easy to get caught up in the indignation of yet one more female double standard, so lets back up for a moment and examine why this is.
The most common refrain you’ll hear from Blue Pill trained men and less than physically ideal women is that men have a predilection to sexually objectify women, to see them as objects rather than their esoteric notion of “human beings”. What they fail to understand is that this objectification is exactly what the male brain evolved for.
Objectification Your Honor
In our tribal beginnings men’s sexual response, his very reproductive survival, depended on his capacity for sexual immediacy. While women may require foreplay and pre-coital stimulation, men had to be ready to fuck and go at a moment’s notice. Survival, mate poaching, even the uncertainty of women’s ovulatory/estrus phase of her menstrual cycle, all these factors and more predicated a need for instant sexual reflexiveness for men.
That reflexiveness required a capacity for a man to see a woman, evaluate her sexual/fertility value to him (the boner test) and take action accordingly. About two years ago on another forum, I’d gotten involved in a discussion regarding this sexual evaluation reflex and how women were literally dumbfounded that men would “size up” a woman sexually within the space of a few short seconds. Even men who were only peripherally aware of women outside of their visual focus would make SMV assessments of those women.
In order for this assessment to take place the mental construct of perceiving women as objects was a necessary evolutionary step. The simple truth is that it’s part of men’s neurological firmware to see women’s bodies as objects. It’s a well studied fact that when men see an arousing woman’s semi-nude body it triggers the same area of our brains associated with tool use. Sexual objectification is a survival feature for men, not a bug.
On a limbic level women understand this aspect of male nature. In a very visceral way women know that men put a primary value on their bodies and sexual availability. Ads like this only remind women of, and highlight the fact, that despite all of its concentrated social effort the Feminine Imperative simply cannot undo thousands of years of men evolving that physical objectification – and successfully reproducing as a result of it.
In a social order that follows the dictates of female sexual strategy it’s unsurprising that women would seek to eliminate that aspect of the male sexual response. Only by controlling that response can women completely enforce Hypergamy as the predominant socio-sexual strategy. These ads offend that desire for control. They remind a woman that her Hypergamous sexual selectivity is (at least presumptively) still mitigated by men being aroused by their physicality, objectifying them and desiring them for reproduction.
Women’s innate solipsism prevents them from ever truly attaining the egalitarian equalist fantasy they ride in order to consolidate that control. Women’s hindbrains want a better-than deal with regards to Hypergamy. Hypergamy doesn’t seek its own level, it wants, it expects a better than deserved exchange for its investment with a man, and it desperately wants assurances that its getting it.
Thus, on a Hypergamous social scale we see that Protein World’s male focused ad gets no such vandalism. The message is clear – It is Men who must perform, Men who need to change themselves, optimize themselves and strive for the highest physical ideal to be granted female sexual approval. Women should be accepted, respected and expected to inspire genuine desire irrespective of men’s physical ideals.
In 2011 I wrote Women’s Physical Standards and I think it bears quoting here:
This may come as a shock to the “men have impossibly high beauty standards” gnashing of feminist teeth, but it is in fact women who have a much higher standard for an idealized male physique. For all the endless kvetching from women about men wanting “living barbie dolls”, it’s men who’ve historically displayed much broader interests in female body habitus than women ever have.
You see, men will very readily cater their physical sexual “preferences” in accordance with what has proven sexually successful for them in past experiences. In other words, men tend to return to the same watering hole they found to be plentiful in the past. These preferences of convenience manifest themselves as ‘fetishes’ for men. And you don’t even need all that extensive research to prove this. All one need do is search the vast variety of porn available catering to the physical attributes that men will fetishize. Big boobs, small boobs, big ass, small ass, every hair color of the rainbow, shaved snatch, hairy snatch, teen girls to MILFs and older, tan, pale, ultra-thin to the ubiquitous BBWs (Big Beautiful women). Ladies, name the physical attribute(s), and there’s a fan-group just waiting to bang you. Rule 34 was never more provable than in men’s willingness to fuck damn near any physical demographic of women – just ask the female midgets catering to that fetish of porn.
On the other hand, from a purely physical perspective, it’s women’s idealized masculine form that hasn’t changed in millennia. While there may have been a rubenesque period when men loved the fatties of the 1600′s, no such era ever existed for women’s physical preferences. The classic broad chest, wide shoulders, six-pack abs and squared jaws of greco-roman athleticism are still the idealized male form that has graced EVERY romance novel cover in existence. I’m still waiting for someone to post me a link for a dating site that caters exclusively to women’s fetish of BBMs – average to good looking, fit women specifically looking overweight men. Executive Introductions caters to women seeking affluent, influential men, but women just looking for overweight men, that site doesn’t exist.
On more than a few occasions I’ve made the connection that what we see in a feminine-primary societal order is really a reflection of the female sexual strategy writ large. When we see a culture of obesity, a culture of body fat acceptance and a culture that presumes a natural evolved order of innate differences between the sexes should be trumped by self-impressions of female personal worth, we’re viewing a society beholden to the insecurities inherent in women’s Hypergamy.
A feminized, feminist, ordered social structure is one founded on ensuring the most undeserving women, by virtue of being women, are entitled to, and assured of, the best Hypergamous options by conscripting and conditioning men to comply with Hypergamy’s dictates.
It’s been brought to my attention that Roosh will be appearing on the Dr. Oz show tomorrow.
— Roosh (@rooshv) April 27, 2015
I’ll admit I’m a bit apprehensive of this “interview” as it smacks of red meat for Dr. Oz’s largely overweight viewing demographic (not to mention his obese wife). That said, this interview came at a good time since it should give readers a first hand look at exactly the rationales and social conventions I illustrated in today’s post. Keep this material fresh in your mind while you watch.