I see the phrase as meant to be empowering. Like SFA said. I don't really like the pink marketing trend, though. I just don't wear that much pink and I certainly would not want it on my bike. Don't like flowers, designs, or other cutesy pictures on my bike related stuff.
I have the RLAG saying on a couple of pairs of socks, nothing really visible.
And yes to the bike stores that carry small bars, small wheels, small bikes, and woman's clothing. After my 2 year saga of a bike that's too big, I was the one who went to another store to buy the right bar to put on my new frame...