Probably because the majority of bike shop punters are not boring bike nerds. My fave LBS does well to offer a selection of high end kit but they make their bread and butter by churning out men's and women's ridgeback hybrid-commuter things and entry level high vis jackets.
They employ a couple of ladies and it's a genius sales move in terms of selling more women's bikes.
If the way my wife has been treated in the past by various shops whenever she tries to buy me any bike related presents is anything to go by, I can't see it being a bad thing.
I quote:
"Can I help?"
"I'm looking to buy some riding gloves…"
"Hehe, what for horse riding?"
I kid not…