Measure up to what?
I've got no horse in this race, I'm married. But the normalization of women demanding elite characteristics such as being rich, tall, overly handsome, etc... (which accounts for like .01% of the population) .. and calling anyone who doesn't meet the requirements "settling" is a horrible mindset.
It's also causing women to continue to chase 9's and 10's of men. In modern online dating, the data shows that like 80% of women chase like 10-20% of men. Women view MOST men as unattractive, men don't have that same standard.
Meanwhile, the modern woman too often get tricked, as they can sleep with a guy who is a 9 and think that's the caliber of man she deserves for a commitment. That's not the case. High value men can/do sleep with lower women just for sex, but will never give them a relationship or ring.
So you have an epidemic of women chasing guys out of their league, getting sex and nothing more, and becoming frustrated that they can't get commitment, but still clinging onto unrealistic standards because "You go girl, don't settle".
If women weren't pumped full of this type of garbage they'd be far more likely to find happiness with an average man, because most men are average, just like most women are. However, men largely admit they are average, women rarely do.
The differences between the sexes psychologically is massive, and manifests in dating so obviously. But our culture is creating a rude ending for many women, who get to age 38 with no kids, no husband, no prospects... whining about how there are "no men out there", have developed a bad, combative attitude, think their job success means tons to a man...etc. They got lied to, and sadly will have to buy cats to get a drip of what they deep down desired all along.. a stable family with kids.