Amatonormativity is the set of societal assumptions that everyone prospers with an exclusive romantic relationship. Arizona State University professor of philosophy Elizabeth Brake coined the neologism to capture societal assumptions about romance.[1][2] Brake wanted to describe the pressure she received by many to prioritize marriage in her own life when she did not want to. Amatonormativity extends beyond social pressures for marriage to include general pressures involving romance

https://en.m.wikipedia.org/wiki/Amatonormativity

It used to be that you couldn't watch a movie or tv show without a love story being shoe horned into it even when the female actor has zero chemistry with her male co star. Very recently I watched the Gray Man. An action film that focused more on the protagonists relationships with his mentor, his enemy, and his role as a father-figure. The John wick movies feature a man whos initial rampage is triggered by the loss of, and disrespect of his deceased loved one's legacy. He essentially becomes asexual and focused on his mission. I think culturally we are starting to evolve past amatanormativity and I think men who've had bad luck with women are benefiting from this. They aren't under as much social pressure to 'succeed' in finding someone to pair up with and recognizing that no relationship is better than a toxic one.

I think these cultural assumptions around partnering up put an unreasonable amount of pressure on men to go out and put themselves out there and tells them that if they're not getting the sexual or romantic interest of women, they are either doing something wrong or something is wrong with them that they can't fix (e.g. the often touted example of the 5 foot 2 balding janitor ) and it leads them into dispair they can't imagine the 5'2 janitor can be unsuccessful in his romantic life yet be fulfilled living on his own with his hobbies, pets and friends.