Male metrics and relevancy continue to be the standard on which all are user experiences are modeled.
Can We Avoid Marginalizing Women with the IoT?
Mrs Smith
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Reminds me of this NPR story I listened to recently about medical tests designed to diagnose men, not women, and how much it has hurt us: http://www.npr.org/sections/health-shots/2016/02/10/464697905/a-fix-for-gender-bias-in-animal-research-could-help-humans