Usually it is used trying to defend old gender norms. For example: a man decides to "don't take no for an answer". The woman tell him "no means no" and consider his insistence harashment (rightfully). Then he complains about being shamed for being a man. Because in his worldview, a man is owed certain things and "needs" to be dominant. And once he gets his way, the woman "would discover that she in fact like it". The fact that he is wrong in this and that she might consider it rape only would reinforce his views about "being shamed for being men", because if being a man is not about being dominant and acting the way he does, then he would be a rapist and won't really know who he is. For those men, gender roles are comfortable, because they don't have to face the consequences of his actions.