It doesn't sound like women are being unilaterally tasked with, or tacitly imposed upon, to fill these roles. As I read the article, the companies are openly advertising for women and women are applying.
If roles were reversed, most of my colleagues were female, and they got in a couple of hot guys to listen attentively, give massages and generally raise morale, nobody would blink an eye. Hell, if you told me I could spend all day talking with the ladies instead of doing actual work then I might consider it.