it hasn't fully kicked-in in the mainstream yet, but I agree that it is going in the direction you are describing, and movies map to it quite nicely. Just take

it hasn't fully kicked-in in the mainstream yet, but I agree that it is going in the direction you are describing, and movies map to it quite nicely. Just take a look the change over time in looks of Wolverine from the first X-Men movie to the most recent movie featuring him (all played by the same actor btw, Hugh Jackman). Back then, even though he was obviously fit and muscular, he had a physique that was fairly easily attainable by an average male without sacrificing much. Over time, it got to the point that there is no way an average male would be able to gain such physique without being obsessively controlling with the nutrition and spending all of the free time outside of work at the gym.