I think you are right, there needs to be a positive ideal. One that appeals to young men.
The rather wet version of manliness some women seem to want to encourage does not seem to particularly appeal to many young men.
I think that the reality is that the most important thing is real examples in boys lives, but many boys don't have male figures in their lives, or not particularly positive ones. My dp grew up in a family that was massively matriarchal, which was pretty common in that country, at least among wc people. The women ran the family, and the hierarchy of importance in his life was mother-sister-aunt-brother. Father wasn't even on the list - generally they were friends of your mum.
I don't think it's that bad in the UK, however, there are communities that are like that and it's much more common than it used to be for kids to have no father figure.
But even aside from that, culturally, we seem to really shy away from heroic examples of honourable masculinity, almost as if it's embarrassing. A lot of heroes are more like antiheroes, or sometimes cynical, or even actual criminal types in some subcultures.