I actually invited a bunch of men on Medium to try to explain to me why they were so offended by this when I found it really beautiful and moving to see people encouraging those in their sphere to be kind and supportive. It was most enlightening to hear their responses because it was just as you said, not really substantive, but yet another example of an unintegrated emotion around the messages they'd heard all of their lives.

https://medium.com/inside-of-elle-beau/lets-talk-about-the-gillette-ad-28290dfbde03