I'm not looking to make this a sociopolitical divergence, but I have found that a large portion of people that approach me for guidance are not looking for a coach for nutrition/training/chemistry - they're looking for a support person. It starts with advice regarding training/nutrition, then evolves to something else. Someone to listen to them, someone to share their lives with, someone to give them guidance [with life], someone to model themselves after.
I don't know if this is just a thing with men in the United States, a lack of male role model and basically paying someone (the coach) to fill that role, but I have not noticed this as much with European and South American men. In other lands, it is more of a purely transactional business cooperation - in my experience.
Hany Rambod and Kyle Wilkes had a discussion where this exact topic came up, men looking for a father figure and not a coach, and how it can make a coaching/client relationship unsustainable.