It is psychologically threatening. If you live in the first-world, you have no real threats. No one is going to invade you. Terrorists are statistically unlikely to end your life. You’re more likely to die while driving to the movie theatre than someone coming in with a gun and killing you there.
Since we don’t have real threats, our brain thinks of threats, I need to do X or I won’t be happy. If I don’t get a new pair of shoes, I won’t be confident.
How men react to these perceived threats will be an interesting observation to make moving forward.