Yes these male characters are vapid pretty boys. However, women seem to be eating them up, particularly older women and teenage girls, which is why I suspect this is some sort of new Prince Charming archetype. It's almost in direct response to the way men dream of their perfect woman at the expense of compatible maybe "less" attractive females they might know. I argue this because all the men in these stories are uber cute, rich, and attracted to homely or normal looking woman/tom boys.
I don't get it, but it makes for great discussion.