I bet that many women reading this title that work in finance don't appreciate the title one bit.
The argument that it's just a joke is not acceptable, because this together with other 1000 similar remarks, or "jokes" or micro-agressions will make women choosing that field as inadequate over time.
This is actually a scientific fact, that people that are told several times that they are not able to do a task or don't belong performing the task will underperform doing that same task, when compared to people that are not subjected to that treatment.
Words are powerful, I wouldn't want my two daughters to put up with this type of bullshit growing up.
Complaining about the little things can hurt the bigger cause if you piss people off in the process.
But if you start looking with fresh eyes you start to see again and again and again small things, apparently insignificant things, that all combine to say "Women aren't welcome here." This is a single, simple, tiny, apparently insignificant example, but it's utterly ubiquitous.
Your dismissal just makes it clear that you either haven't noticed, or don't care. It's a sobering thing to realise that there is just so much subliminal repelling of women from fields such as finance, programming, physics, mathematics, engineering, and more. If you start to listen to women instead of just saying "it's all in your head" then you'll learn something.
And it's horrifying. I always feel guilty that when I get tired of the fight I can give up for a while. But that's because I'm a cis-het white male, and the system is biased in my favour. Others can't choose to give up - and it's relentless.
What is exactly the perspective that looks at the title of this article and thinks its perfectly OK?
But I agree with your underlying point. At best the title is careless and lends itself to misinterpretation.
(Worth noting, perhaps, that the linked paper was published in 2002. I wonder if the author would have thought twice in 2019?)
It implicitly conveys the message that women don't belong in Finance. I don't see how anyone could attempt at denying that or try to defend it.
I should be happy for free speech, what does that even mean LOL?