And to get this out of the way: Most companies nowadays don’t do this intentionally. It just happens. The outcome is the same though.
I.e. if women are paid 80% of men for equal work, the women run company can offer 90%, and have labor costs 10% below the other company. This should translate to offering their product/service at 5% less, which is a huge deal.
But the situation is mostly hypothetical anyway because the real pay gap between men and women in the same position with same qualification is much smaller in junior positions (they only become bigger in senior positions, and, yes, companies actively try to fill these with women; which is hard because there are fewer applicants). In junior positions, the gap is too small to build a company on this business model.
That said, of course some companies predominantly hire women to cut personnel cost and consequently lower product prices. Most sweatshops are based on this premise.
You can just make your company seem unattractive to men. I once talked to a recruiting company that boasted that they were a company founded and run by women. This already seemed like a huge red flag to me as a man that I might not want to work with them.
Technically that's true, but in a practical sense I doubt it would be actionable if you weren't too blatant about it.
Is it partly cloudy or partly sunny?
But a paranoid conspirationist would argue that these studies help these mandatory policies as well as providing wriggle-room for health insurances to get off the hook or impose higher premiums for anything that's remotely "risky behavior" - which at this stage might be anything...