While 'reverse discrimination' can end up being a concern, the societal reason for it's use is to correct for past legal or defacto discrimination that may have become structural.

Discrimination can have long-lasting or multi-generational effects that can persist. Men may consciously or subconsciously prefer other men, calling it "culture fit". Today's minorities may not have the same wealth distribution, which allows for greater risk taking, due to historical redlining and discrimination for jobs.

So 'reverse discrimination', when applied correctly, can help to break those structural inequities.