Rainey understands his target audience.

When Dennis Rainey wants men to watch his man up videos, he turns to the complementarian head of the household, the wife.  It is true that unlike their rivals (egalitarians), complementarians practice headship and submission;  they have merely reversed the biblical roles.

As none other than Dr. Russell D. Moore explains in After Patriarchy, What? Why Egalitarians Are Winning the Evangelical Gender Debate (emphasis mine):

…Gallagher shows specifically how this dynamic plays itself out in millions of homes, often by citing interviews that almost read like self-parodies. One 35-year-old home-schooling evangelical mother in Minnesota says of the Promise Keepers movement: “I had Mike go this year. I kind of sent him…. I said, ‘I’m not sending you to get fixed in any area. I just want you to be encouraged because there are other Christian men out there who are your age, who want to be good dads and good husbands.”7 This “complementarian” woman doesn’t seem to recognize that she is “sending” her husband off to be with those his own age, as though she were a mother “sending” her grade-school son off to summer youth camp. Not surprisingly, this evangelical woman says she doesn’t remember when—or whether—her pastor has ever preached on the subject of male headship.