It's unfortunate that people look at trivia like gender and ethnicity in such circumstances; but it's a fact of human behaviour. If potential contributors look at a project and don't see anyone who "looks like them", they're unlikely to contribute; so projects which want to maximize contributions are well advised to seek ways to "look inclusive".
(And this goes beyond open source software, of course. My university's computer science program has seen a significant uptick in applications from females after going out of their way to select photos of female students for recruiting material.)
In short, it's a matter of overcoming cognitive biases.