I would not be surprised if in crapitalism, this will somehow be tied to feminism.

https://www.marketwatch.com/story/barbie-beyonce-and-taylor-swift-and-the-rising-power-of-the-female-dollar-9acba515

The thing is, feminism at its core is first and foremost about eradicating inequality. It's also about uplifting women. Whereas this is about focusing on a few and deluding ourselves into thinking this is about the other two. 

And in effect, turning it into a competition, based on greed.