Welcome? It has always existed. However, women are now making the mistake of letting it become public knowledge, allowing men to react in kind.
When relationships become more and more like retail shopping, men are going to care a lot more about the "quality and freshness" factors in their purchasing decisions.
Many women are going to be left on the shelves for being either too old, too picked over, too expensive, too big, too small, or with poor packaging and marketing.