O'Neil (2008) defines male gender role conflict (GRC) as a psychological state in which the socialized male gender role has negative consequences for the person or others. Building on this, many now realize that the mechanisms through which these negative consequences occur, rather than being global, are instead contextual. That is, different men engaging in the exact same traditional male gender role behavior will experience different levels of GRC and accordingly different consequences, depending on the context of their lives. O'Neil's exhaustive review of the extant literature on GRC will become, for those who study gender specifically as well as for counseling psychologists committed to culturally sensitive service in general, one of the seminal articles on men and their experienced consequences of a socialized gender role. However, beyond this, his presentation of GRC as a contextual phenomenon should serve as a call for the profession to begin thinking about masculinity as yet another demographic variable worthy of consideration from a multicultural perspective. Using O'Neil's headings, and in the interests of furthering discussion, this author offers his take on where the study of male gender role conflict might go from here.