In my head, positive discrimination is another form of discrimination. I know plenty of female programmers and they all got into programming because that's what they wanted to do, not because it was marketed as a career to them and not because they've never interacted with shitty co-workers.
If there's any problem with Software Engineering as a career it's the idea that it's a field for socially-inept nerds that sit in the basement and code away from the outside world. The "evidence" for this attitude is all over the place and in my mind this is as likely to turn women away from the field as much as it is men. When the field decides to stop allowing itself to be further commoditised and demand some respect (and better pay) we might see more women want to join us.