Or maybe they're referring to the fact that the business sells home furnishings, so they might be marketing more actively to women than men.
inb4 this gets blown out of proportion and someone's life is ruined while everyone pats themselves on the back for internet activism.
OKL already broke ties with the entire recruiting company. I think that's "in proportion" to doing the opposite of your job.
If that's where this ends then yes I agree that's a fine outcome. There have been a few stories on the front page recently though where outcomes of events like this were much more drastic.