I think one of the biggest reasons why men, especially straight and cis, are still so adamant on straying away from rigid gender stereotypes is because they genuinely believe they're 'hardwired' to be hyper-masculine, and if they don't appear to be this way there must be something 'wrong' with them on a biological level. Accepting that all those stereotypes and norms we grow up with play a role in who we are as people could be the first step in loosening up those ideas. Hopefully we'll get there one day.