Why do some many people fear that they are put in "the friendzone"?

What has happened to our life? nearly every "dating-coach" has at least one video where they tell you (especially guys) how not to get in her "friendzone" like it´s the worst place where one could get. I don´t get why and when people started to make a non-sexual friendship look so bad.
Why do some many people fear that they are put in "the friendzone"?
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