There is also the aspect of identifying with the singer, rather than being sung to. A deep-voiced man may enjoy singing the same love songs as Isaac Hayes or Barry White. The women may liken themselves to Mariah or Celine (Shania and Shakira are more my speed, tbh).

Also that Royko column (I assume Mike Royko, journalist?) He doesn't take into account other genres. How many rappers have gruff or menacing deep voices to go along with rattling basslines? How about death metal singers who sing in the signature "death growl"? Plenty of goth, industrial, No Wave vocalists pulled it off too, such as Andrew Eldritch, Sascha Konietzko, Michael Gira, Lux Interior. Baritone/bass vocals were not uncommon, but they were definitely drowned out by the radio and MTV.