I'm sorry, is the author implying that men and women approach engineering problems differently (i.e. they think differently)? Is there any evidence of this? I thought "essentialism" was anathema in contemporary diversity circles.

Eighty percent of Etsy customers are female, but the company itself used to be known in startup circles as engineer-centric and something of a dude-fest

So the fact that eighty percent of Etsy users were women despite having an all-male engineering team apparently means that you have to hire more women engineers to attract female users? Again I'd love to see evidence that once a core of female engineers were hired significant changes where made to the site that could only have come from a "woman's intuition" (natch). It seems to me that having a female dominated user base in spite of an all male engineering team disproves the assertion that you need hire women to achieve "cognitive diversity".