The idea is to show that men who enforce strict gender roles are failing on their own terms, which is hard to mistake for endorsement of those roles. It’s similar to how it’s not homophobic to make fun of the gay scandals of anti-gay politicians.
I disagree with this; for reference consider critique of anti-feminist women such as Phyllis Schlafly or Ann Coulter which focuses on shaming their appearance and casting aspersions at their sexuality; this might be ironically highlighting the difficulty of performing femininity to the degree that they themselves would advocate, but it’s still a fucked up approach with considerable collateral damage.
Consider: Almost no one that doesn’t already agree will see this as “well we’re just pointing out how they ~ironically~ fail to live up to it”. They will see it as hypocrisy from a movement that they already know is full of hypocrites.
The whole “man tears” thing was similar, and similarly stupid.