>The reason I am a sceptic is because as a Scandinavian I notice easily how much more macho men are in less gender equal societies and how much more feminine the women are.

Don't take this the wrong way, but you're making an argument against a study that ranged over 80,000 individuals and 76 countries by using your own personal anecdotes of people you've met. Can we agree that the study takes into account far more people and controls for far more variables than what you've personally experienced?