That may seem to be true, that a company being pro-female brings it better media exposure, which is also something libertarians like to promote (i.e. let everyone hire/sell to whomever they want, discriminate however they want, and let the market decide who wins). But I have a feeling that despite repeated pro-female media coverage for Yahoo, saying that it discriminates* for women, that when someone decides to search they will just go with Google because it's easier or a habit.

* = just in terms of making a choice, not a negative meaning.