I think BB and PL is giving way to general fitness and diet. IMO The rate that guys approaching middle age dropping out is greater than the rate of new guys coming in.
This maybe just the views of an older guy but the younger men doesn't care how they look with their shirt off or how the young woman look in a bikini. It's not like it use to be. When I, at 53 y.o. go to the beach and look better than most 20 something, there's a fuukin problem.
Don't believe me, ask Bundy how loaded the NJ beaches were with quality tail years back. Now I can't even bring a hoagie to the beach for fear of regurgitating it.