From what I understand, it’s less about chasing a market than wanting to be perceived as correcting the previously highly male-dominated writing scene.

Subjectively, a little informal discussion among writer & fan groups to me suggests that men who read fantasy tend to slowly but steadily acquire new materials, often from word-of-mouth among dedicated communities; women, by contrast, tend to latch on to a particular breakout series or author, with awareness often propagated by social media such as “Booktok”. This means that while both groups purchase in similar volumes, a book whose audience favors women can experience surges of popularity which make for prominent best-sellers over limited timeframes.

Admittedly, though, this is informal - so take that with a grain of salt.