Notice Sabine is not wearing a top hat and tails. I swear, 90% of what western riders and lay people find off-putting about dressage is the attire. I honestly think dressage would attract more observers and participants (especially male) if the attire were more sport-oriented and relaxed rather than that of a wealthy Gilded Age man. Just my 2 cents.
He looked like a fake cowboy anyway -- cowboys are real particular about the way their hats fit, and that one didn't look "natural".
And don't think men don't like to dress up -- why do you think mounted shooting is taking off like crazy? They get to dress up as cowboys and fire guns!!
Somehow, I think the more "manly man" sector would find dressing up as a gritty cowboy more appealing than dressing up as a rich, hoity toity, never-gets-dirty man.
Dressage most certainly has a champagne drinking, foie gras eating, snobby air about it. Which is unfortunate seeing as the upper end of the Western disciplines require just as much money as dressage. But guys in cowboy hats come off as more down-to-earth than guys in top hats do.