This notion that the market always works is absurd and demonstrably false. While it does work most of the time, especially in discretionary spending market items, it is not perfect. Those who say let the market dictate are simply fooling themselves in believing that people, as a group, will somehow attain perfection. That is not the nature of people. If a company can prove that an item geared towards a specific gender, whether male or female, is more expensive due to production costs or limited demand (which does drive up costs due to fewer products being sold to spread out the fixed costs), then a higher price is legitimate. Otherwise, it is discriminatory and may be bordering on predatory.