The shaming of men thanks to the feminist movement in the media.
Where men are portrayed as stupid, spineless, and only after sex.
Because of this, some men fear escalating/kino/sexual talk because they're afraid the girl will think they're a perv.
So then they avoid it and end up in the friendzone.
Also, in the media, the good, wholesome guy seems to end up with the babe a majority of the time, where in reality, that simply does not happen. So the good guys in real life that think this approach works have been sorely disappointed when hit with reality.
Also, because of technology, we're losing our ability to interact socially in real world settings. So something that should have been natural, needs developing.
ALSO, men these days place a higher emphasis on getting laid than being themselves and having self respect. So instead of standing their ground, they do whatever they think will get them vag.
We're a generation of ***** beggars. Hopefully that changes soon.