Go on any, and I mean any relationship subreddit (or AITA) and look for a woman setting a boundary. Nothing weird. "Don't watch porn or I'm outta here" being a common example, but other ones involving telling their partner not to act a fool as well. Go to the comments, and see people shaming them for "ultimatums." Notice how rarely ultimatum is a word used correctly, used when it's something genuinely questionable? It's always shaming normal boundaries.

"Oh if you loved them you wouldn't give them ultimatums!!!" If they loved you, they would understand why you're giving them an "ultimatum" of "don't jack off to other women while we are dating." Methinks that "ultimatum" is one of those words, akin to "crazy ex," that just communicates more about the person complaining about it than the person they say it about. It seems like "ultimatum" is becoming another tactic word for crazymaking.