Chauvinistic Chocolate?

This is a chocolate candy bar that they sell out of vending machines here in London. Seriously, who in marketing thought this was a good idea? Doesn't this exclude a large portion of the typical target demographic for chocolate? Or is this a blatant attempt at reverse psychology, a ruse designed to ensure that women actually buy it? Is the idea to create an artificial demand based on the premise that people always seem to want what they can't have?