langurmonkey: A beautiful woman turning into a hideous monster is more shocking than a man turning into a hideous monster. Women are more beautiful in the eyes of straight males. To see something beautiful become hideous is also memorable. There are many reasons why they do this and none of them have anything to do with sexist beliefs and misogyny. Gamers want to be shocked time to time otherwise life becomes too boring.
That's the thing though, right there you're assuming it'll be more appealing because you think your potential audience is purely made up of straight males (and generally young white ones at that, if you look at most playable game characters). That unintended personal bias of believing the world is just like you and should always cater for you is where things start getting into casual sexism and other -ism territories. Straight males = all or most gamers is an assumption based on personal bias and a wrong one at that. As is assuming that a majority of that straight male group would only accept in-game avatars that are exactly like themselves, preferably super-hero versions doing Macho Stuff.
Isn't the same old story and protagonists time and again anything
but shocking?
As a side point, when you do get games such as
The Longest Journey or
Beyond Good and Evil that have strong female leads, there's no sudden outcry of 'but.. I have to play as a girl, this is shit, I can't play this!'. They're both brilliant games in their own right and are not exactly unpopular amongst either male or female gamers, in fact they're a breath of fresh air.
Perhaps the problem is more that straight males = most game designers rather than the gaming audience itself. Designers just need to be braver and more imaginitive, or rather, perhaps the suited publishers do. It's much easier to think 'that worked well before, lets do it again, and again, and again... etc' than it is to consider doing something different.
And you also mention publishers knowing their markets best, but publishers do lose money and go under - pretty frequently at the moment. That suggests the tired old formulas aren't working. As does many Kickstarter's success and the gamers happy to support different and new games the publishers didn't want to take a chance on.