Sexist New Coke?

About a year ago, Bic unveiled Bic for Her, a pen designed for use by women in that it is smaller and, oh yeah, pink and crystal and other pretty colors. And it costs $0.15 more per pen. Commenters on Amazon have been having fun with this one for a couple of days. Not sure why this is bubbling up now, although one publication speculated that the wave of back-to-school shoppers have noticed them.