On a personal level, I've always gotten proper cues on what a caring touch is supposed to be, and how to accept it. Each of my uncles are what you'd probably call a "man's man" but at the same time they knew when to show a softer side.
My close friends must have been raised the same way, or eventually came to their own conclusion, because we always greet one another with hugs and other forms of platonic touching. I think I'm a case of the inverse; I understand why some of us may be against it or not well versed, but it's not something native to my own experience.