My insanely grudgey fanwank theory:
Quesada and DiDio are both intentionally fucking up their companies' female characters so badly that (they hope) female readers will actually be GRATEFUL when female characters don't appear AT ALL.
Both men have always given me a very strong sense of GODDAMMIT WHY ARE THERE GIRLS READING COMICS ANYWAYS, and whether it's conscious or not on their part, I honestly do believe that they'd prefer to drive out those female readers, even if it means making less money.