Though we're just speaking in generalities, the evidence is more so on nature's side. No study can disprove this. Nature has the numbers and it is true with any society. Even cultures that have little to nothing to do with each other, follow similar roles for men & women. Societies that aren't influenced by our western ideals have men as hunters & fighters and women caring for the home & children. These roles are as old as people are and they are there for a reason. We survive because of them. It's a fact that can't be ignored and won't go away. Little boys may like dolls, but asked them that question again when they hit puberty. I've seen it with my own children. Men are built to die. Women are bulit to live (or endure) a bit longer. 
The increase in women playing games may be true, but what games are most women playing, is the question that should be asked. And, how many men want to play those games?
As for the people between, I'm not so sure. Though a culture, or the man himself, may not see the man as masculine enough, doesn't necessarily mean he's pressured by society to conform. That door swings both ways. He could genuinely desire to be more masculine. Same goes for a woman that's not feminine. And, it is hard for most women to buff up, naturally. It also depends on your definition of "buffed up". I think we give social pressures too much credit. Yes, we are influenced by it, but to a degree. The things that really drive us comes from within and it won't be denied. Changing social pressures might allow more people to experience different games, but if the games aren't "their thing" or just not good, then the games won't stick.
As for attractiveness, that's subjecitve. "Beauty is in the eye of the beholder", so the saying goes. Everyone is attractive to somebody. 
