Tighty-Whities

The birth of "the 6-pack".... The future's so bright!
Patriarchy has defined men as subjects with power and ability. Women are viewed as objects. This oppression is fuelled by men's objectification and domination of women.
Does the recent explosion of the objectified, unattainable male body mean we are altering these patriarchal rules? Or are we just selling more gym memberships?