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There are advantages to being ranked second or lower and having a primary competitor or market leader who is firmly entrenched. 

The advantages of a second or lower ranking and a firmly entrenched primary competitor are:  

The difference between the ages at which women and men die is getting larger (women now live longer than men by an average of 8 years; in 1989 it was 7 years).

In the last decade women have gained another year to increase their average of outliving men by eight years.

It would later become known to us in Western civilization as agriculture; historians like to call it the herder-farmer period.

Later known in western civilization as agriculture, some historians call it the herder-farmer period.

There was a wider use of vehicles drawn by horses.

Use of horse-drawn vehicles increased.

For man this attitude of disapproval and rejection by the other half of society produces high feelings of anxiety and loneliness within males.

When women disapprove of and reject such behavior, men feel anxious and lonely.