There are diminishing returns once you near your max potential on any given variable (looks, money, status, etc), and there are *also* diminishing returns due to time. One could potentially embark on a 2, 5, or 10 year self-improvement plan only to find a worse dating environment than when you started. Two different types of diminishing returns at play here.
I totally agree. I feel that how much the dating market has changed is a big factor. Let's say a guy has worked really hard on bettering himself, getting into or staying in shape, living a good life, etc. It's totally normal and natural for a man like this to want a woman that is around his level, meaning she is well adjusted, attractive, in shape, etc. There is a degree of entitlement in this, but in my opinion looking for a woman around your level and that is similar to you is completely normal and acceptable. The problem is with the modern dating market women are now able to get attention from men that are quite honestly well above their level, even have sex with them, etc. It's totally possible a guy could be killing it in life and still only be able to land attention from a legitimately below average woman.
Imagine being in shape, doing well for yourself and having some hobbies you enjoy, friends you hang out with, etc. Overall you are a decent quality guy and have no real serious issues. Now, imagine how you would feel if you were this man and have little real dating success but only getting attention from women that are very unattractive, quite overweight and out of shape, etc.? This is a huge issue in my opinion and I also believe that this is the reason why so many men are giving up in the dating world and focusing on other things. There is a reason why all of these youtube channels having been popping up recently that are dedicated to the topics that have been discussed on this forum for quite some time.