Because it's about equality. It doesn't matter who wants it. It's the right thing to do.

How?

Because it's a non-issue. In plenty of games, gender of particular characters isn't relevant to matter anyways. In multiplayer FPS's, being able to play as a female character is nice for people that want it, but hardly necessary in the slightest. There are much more important things to focus on. Little things like game balance.

When it does matter, then what's more important is the established setting, the execution of the character, and who your audience is, rather than just having equal female representation for brownie points.

And for every female character that is poorly represented in their game, take that as a -1.

lol, ok