They're simply saying that the chess community would find greater enjoyment in the sport if more women played. And, more women would experience that same enjoyment if they weren't scared away by the lack of diversity.

There is no "should" here. It would just be nice...

With that clarified, indeed, you "should" not be applying your value system on others. There is nothing inherently wrong with encouraging diversity in a sport, which is the idea which you seem to be promoting. (If you're not, then there's nothing material to be discussed here).