Non-toxic masculinity is really what is traditionally, naturally feminine. Look at what kinds of things they say are bad and what they want to replace them with. It's completely transparent. When they say other kinds of masculinity than the "homogeneous" kind that's what they mean - feminine leaning behavior labeled non-toxic masculinity. That's why they don't accept that toxic-femininity could possibly be a thing, because to them it's the standard - to sanitize society to fit their world view of what is ideologically acceptable. To force their shared hallucination of reality even if it's no where near sustainable to the actual constraints of the real world. What they hate is actually organic, self perpetuating, informed through nature. What they see as social constructs are really cultural adaptations, which were selected for by nature as societies progressed and continue to evolve through changing environments even as they try to force the tide. Our chemically informed behaviors, likes, dislikes, and physical expressions, and cultures exist because they have helped to compound the success and immediate survivability of humanity to where we are now. What they want to force is artificial, requires indoctrination, and has its pattern broken the same way any dogmatic ideology or fundamental religion is. Their best hope is to act as a parasite and abuse human nature, and prey on the uninformed, uneducated, those without perspective to self propagate.

Know why it's called toxic? Because they are repulsed by it due to their indoctrination to hate masculinity. Problematic = sinful. Religious people label fun things (which often happen to be the same things labeled as part of toxic masculinity) that people like sinful / of the devil the same way ideologues label fun things as being made of toxic masculinity / reinforcing rape culture / perpetuating the patriarchy. It's "stop liking what I don't like" to a fault. To them it's "stop liking what I don't like because you are systematically oppressing me and perpetuating all of these problematic things by liking things I don't like / you are part of the devil's army on earth and helping to spread sinful evil things by liking things I don't like" which in their righteous minds justifies attacking and attempting to destroy masculine things and replacing them with feminine things. What does that do to a guy? It makes him hate himself. Case and point the self hating guys who practice self flagellation daily and go on and on about how they hate other men (sound familiar to the most vocal anti-gay activists turn out being gay? they drank the poisoned kool-aid and now are so eaten up by their internal conflict that they can't help but project - oh no, I still think men are sexy even though it's sinful I must atone somehow - oh no, I still think women are sexy even though it's super problematic and gross I must atone somehow). Just the same way religious people make gay people fester self loathing for their nature. It's the same kind of conditioning. Attacking masculine culture and making guys hate themselves for what they naturally like and enjoy is the same kind of destructive conditioning that makes people eventually kill themselves. It's part of why people who don't hate themselves can have fun, while they have a perpetual stick up their ass because most fun things are easily labeled as masculine.

Ultimately these patterns of hate are memes about controlling people. They spread because people are vulnerable due to having an altruistic nature, and when this natural desire to help others and do the right thing is exploited (by supernatural belief cultivated by religion which says people are sinful and that homosexuality is not at all natural, or ideological dogma which says masculine behavior is not fundamentally informed by biology and instead is nothing but some unnatural construct that can be thrown away in favor of what is good and what they say is actually natural) it becomes pathologized and manifests into behavior that compels people to systematically destroy what people like and hurt others (condemning them for having "toxic masculinity" natural or internalized / condemning them for having a sinful nature) and those who practice the behavior. But there's hope - if you have toxic masculinity / are sinful then just go to church and stop talking to the heretical non-believers who want to poison your mind.

Ideologues and religious fundamentalists are the same. They are replacing scapegoats for what to blame society's problems on. Their greatest weapons are shame and blame. If they can't gain power over you by shaming you for something (such as committing the problematic sin of finding men or women sexy) well enough to gain influence over you then they will blame you to others who they already influence so that you become a target to be destroyed (you are part of the devil's army and luring people to sin as a devil worshiper baby eating atheist / are a misogynistic MRA type gamer who hates women and is making the world unsafe for everyone, who now can't even or odd, and is worse than ISIS). They are making people hate themselves as a way to gain power over them. They prey on the weak - the uninformed, the hurting, the uneducated, the people who want to do good, to be good, to not be othered and socially banished as a misogynist, to not be cast into hell as a sinner. They appeal to sociopaths and psychopaths, manipulators, liars, and narcissists. Their actions are insidious, they perform publicly under the guise of being a force for good (the greater good), even while the suffering and destruction they propagate in their panics is so evident. Their ideas are destroyed by and immunized against with facts. Even if they spread for a while eventually their lies and disinformation catch up to them, free people become tired of them, and their influence crumbles down until only true believers who are immune to facts and reason, and only care about believing are left.