Guys, some you are all being re-fucking-diculous right now for bashing this article. Steve wrote "men are bastards, men are ruining the industry" in his intro to the article, which if you read the article is not the tone of it at all.
It mentions that 40 something percent of gamers are female...
Because Buy was bought out by Rakuten, which is a giant in Japan, and is trying to expand their brand globally. Personally I'm pretty meh about the whole thing.