1. Progressive and liberal-minded individuals think that promoting the idea that there is no functional difference between men and women will help fight gender inequality but this is not only untrue, it is dangerous. See the linked articles in my comment; people absolutely are debating this, these people are driving real policy changes, and you misrepresent them saying they are not.

2. Part of this agenda is shaming people for treating men and women differently, like in the OP. In this case they're right to do this, it's not productive or fair to write science articles about women differently than ones about men. But in other ways there is definitely a culture being created where it is taboo to treat men and women differently in any capacity and maybe that's not entirely a good idea. That's why it 'matters'.