Those gurus are selling a cartoonish stereotype of men, an exaggeration, a caricature. I imagine a lot of them are doing that, because it's controversial and controversy attracts attention, and they are a business after all, and attention means money. Also it's an easy answer - "be tough, be 'alpha', have no emotions" doesn't require critical thinking, and in fact works best when you don't - which helps to appeal to a wider base, so again, money. I think it's more about business than ideology.
Honestly I always called ******** on that, even as a kid. I knew I cared about love and emotions. And that's one thing that always bothered me about so-called "alpha males" - I thought they were fake, corny, and lame, just trying to pretend to be tough and pretend to not care about anything, be too "cool" to care about anything, so they could be considered "cool". I always thought, why is this cool, why is this desirable? It doesn't seem too cool to me. I always thought, everyone cares about something, it's silly to pretend like you don't, if you truly don't care about anything, why get up in the morning? It doesn't look like fun to me, it looks miserable and forced, like lying to others but also to yourself, and I just thought, what's the point? If all I get out of this is a low place in the social hierarchy anyway, why should I conform to this, when I'm getting nothing out of it? Why continue to play these silly games?
Fake people have always bothered me, especially seeing fake people getting rewarded for being fake. I've never felt able or comfortable with being fake, I'm not cunning enough, and I'd find it embarrassing. I've always been sincere to a fault - I feel like being sincere is the truth, it's being real, so why lie? I guess it's another way I've always been out of step with the world.