Well let's start with this, what is the definition of something female friendly? Redstockings feminists approved? It certainly can't contain violence because we all know females will faint in the arms of her heroic knight by the sight of bloodshed.
Both males and females are turned into sex objects in commercials/branding, depending on your audience. Why? Sex sells and it's getting very very old, but it works.
Hell the music videos I see today are far more generic towards the female gender than saints row or any other video game I can think of is.
If you were to make a game where immersion is important (note, immersion is not important in saints row 3), like an RPG, and you were to introduce a flirting option, it wouldn't make any sense to only make this available for the males. Besides we can already bicker at eachother using charm, that's basically the same no?
