Are brands trying to negate it by showing the opposite?

I don't know, I'm confused myself. On one side is one, on the other - the other. Both seem exaggerated - both advertising with perfect models (often photoshopped when they're real people to make them look perfect) and ads with models with all kinds of flaws. If it hadn't confused me so much, I wouldn't have sat down to write about it, I wouldn't have thought about it, but now I sit and think and try to find some logic, but I can't.
The photos of this "handsome" guy in the bathing suit have already been taken down by Sport Depot, but they are still on the Decathlon website. I understand this is a Speedo model, not these shops' model or something. And it's not just the thickness, but the stretch marks all over the body, etc. Like I said, you can be oversized and still look decent, especially when it comes to modeling and advertising. I think people have simply lost the concept of beautiful and ugly, acceptable and not. Even if they try to get closer to their audience, in some cases they do the exact opposite.
It could also be that my mind is limited and I'll accept that explanation because I just prefer to see nicer things (too many other things in life are pretty ugly anyway).