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Cause it's not fucking obvious.
Almost anything has the potential for an outrageous take that seems obvious after the fact. To see it before the outrage is much more difficult. Like the hidden arrow in the Fedex logo, you can not notice it for 20 years; and then, once it's pointed out, you can't NOT see it.
I expect women helped to design this program. It's likely a woman thought of it. (IBM is a STEM company so the all chicks work in Marketing. :b ) "Did they think to run it past" of course they ran it past. Yeah, they did. It's a corporation, every single thing is vetted nine different ways. A place like that, you can't take a shit without getting a buck slip signed by two vice-presidents.
And if the question came up during vetting: is using hair dryers sexist? One would only have had to ask at the conference room table: who here uses a hair dryer? And 90% of the women would raise their hands, and 0% of the men.
And there would be jokes made around it, because half the men would be balding, and could not possibly use a hair dryer ever. And so hair dryers, anyone would conclude, are merely a simple tool that women in particular use, most of them every single day.
While 90% of the women are drying their hair every morning, are they thinking "this is a terribly sexist thing I'm doing"?
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