Expectations on both sides have changed, but the idea that women don't have to "settle" anymore has encouraged them to chase the top 10% of men, often fruitlessly. Online dating data from OKCupid infamously showed that playing out in numbers, where as pre-OLD their dating (and attention) pool was constrained to their hometown bar, college campus, etc. There's a parallel to the online job market: you used to be able to walk in with a resume and at least be considered, but now you're competing with 1,000+ resumes from across the country.