Basic attraction rules have always been the same. But I think the biggest change compared to perhaps a decade ago approximately or a bit before that, is that standards have gone up.

For example, an average looking guy with an average job generally had no problems finding an average person to date. What's changed is that now it's much more uncertain. Maybe he will, maybe he won't.

A decent looking guy with a great job and decent personality definitely had dating options and could marry someone attractive. What's changed is attractive women have much higher standards now and this individual either needs luck or major compromise.

Men also have unrealistic standards and eventually come down to earth.

But I think the era of social media has really led to standards that didn't exist even as early as a decade ago. You only need to move the needle by a little bit to get a major effect in society.