As opposed as I am to discrimination (including "reverse" discrimination), i have to point out that you're missing part of the picture.
Companies are optimising for profit, and there are many things that influence it. Including, for example, the media - and unfortunately, in the current (pro-female, anti-male) media climate, it pays off to be seen as pro-women - such companies simply get a better media exposure and extra praise! In other words, if the whole country supports discrimination, it might be in the best interest of a company to go along with it.
In general, I don't think we, as a society, should expect companies to influence the culture (in a positive way) - it would have to be the other way around.