I really agree with this. It has always disturbed me when a push for female developers is mentioned; a company should be focused on acquiring the best developers they can, not finding ones of a specific gender. This behaviour is literally an example of the problem it is trying to resolve. To the company I work for, I am a software engineer, not a man or woman.
I agree, that's why I think companies should consider what is putting off women & why the gender balance in tech is so heavily weighted towards males.
That is, most companies (regardless of conscious choice) are finding the best (young, white) male developers only.