It's so pointless. Most of the time gender doesn't MATTER. What's my gender? Who cares, I'm buying a cup of coffee. I'm doing my day job, checking the mail. The hormones running through my system affect stuff like heart attack symptoms; that's really it. If you're not dating me, why would it matter?
I suppose it's consistent that something which is 1/5 deeply personal identity and 4/5 cynical marketing gimmick would become at some point a cynical marketing gimmick vs deeply personal identity.