Earlier quoted context omitted.
I certainly think that it's a marketing thing; while gender identity I'm sure plays a role as it does in most marketing, it's not the whole story. There are already meal replacement drinks targeted at manly men; muscle milk is one of the more well known brands. I think that the difference is that this stuff was uniquely (and probably irresponsibly[1]) marketed towards nerds. - It's not advertised, as the shakes I men…
"There are already meal replacement drinks targeted at manly men; muscle milk is one of the more well known brands." Huh. I've always gotten the impression that Muscle Milk is a protein supplement (though it's got carbs, too), not really a (full nutritional) meal replacement.
Of course, I'm no doctor (but then, neither is Rob Rhinehart,) and it is possible research has progressed further than I know; but personally? I wouldn't take the word of a software engineer on this.