The rise of Instagram and TikTok has intensified the "beauty trap," with influencers using heavy makeup and filters to maintain visibility. Kevin Samuels acted as a counterweight to this by telling women that "high value men" (the top 10%) have specific physical standards that many women fail to meet. Samuels encouraged women to seek "regular guys," such as electricians making $75,000, rather than chasing the top tier of earners.