At one time or another, everyone in the game industry has probably wished they could go back in time and work for Atari in the early seventies. Oh, the times those crazy kids had over there. Watch the documentary on the subject: the Atari office was as much about getting stoned, eating pizza, eating pizza while stoned, and splashing around in hot tubs as it was about making videogames.
In case anyone missed the symbolism, Gotcha's advertising flyer featured a man grabbing onto a woman in a suggestive pink dress.
Thus it's not difficult to imagine that when the humble joystick first started to appear on the arcade cabinets that Atari was shipping out all over the country, there wasn't a person in the company's hallowed halls who didn't think it looked like a certain part of the male reproductive anatomy. What followed, of course, were demands for equal time from the female contingent of the Atari workforce.