I must admit things like that make me angry because of the implied "women are victims" message.
Nightclubs are known to offer free entry to females. Isn't that to increase female participation? I don't think clubs are victimizing anyone.
Actual cynical me thinks "more sexy workplace" is part of the unspoken motivation for the "more women into programming" movement. But I don't think that is the official message they want to send out...