There's a difference between setting out to do something with realistic expectations and declining to do something - either from apathy or resistance - because failure is the perceived outcome. I'll concede that, from an industry standpoint, marketing action games to females may be more difficult. But that doesn't mean those audiences don't exist; surely you've heard of communities of female gamers who enjoy playing shooters or other action-oriented games. I assure you, they're out there. Just as well, one of the neat things (maybe the only aspect I like) about marketing is selling something to someone that they didn't know they wanted in the first place. This is what drives innovation (and capitalism itself) in the first place--Henry Ford said if he'd asked people what they wanted, they would've said "faster horses."
But the industry is showing that wear as well, and a number of women who work in games have come forward with their stories of how it's still a predominately male business. I tip my hat to Gabrielle Toledano, an executive for EA, who wrote this piece for Forbes saying that the biz (along with STEM fields on the whole) needs more women. But just as well, it needs to be addressed that too much of the industry is still dictated by a "men only" culture, which certainly needs to change. For years we've heard complaints about the booth babes at E3, and it really says something that not only has that not changed (at least not by much), but that these outcries come from both men and women.
I don't know if blaming the lacks of foresight, creativity, and/or innovation from the games industry on just cultural mores alone. Yes, any system such as this is inevitably bound and as guilty as the larger society as a whole. But we've been living in changing times, not just from the past five years, but for decades; and I don't think giving a free pass to any enterprise "just because" is exactly right either. In the case of the games biz (and even to a number of gaming journalists and news outlets), there's some blame on them for failing to realize that, no, games aren't just for males aged 13-25.
For that reason, I can't exactly excuse them whenever attempts at putting in a female character come off as insincere, awkward, or both. Just because there is a female present, in any capacity, doesn't mean that's "good enough" or that she's somehow a realistic or even appropriate depiction by any measure. You can look through decades of popular media and find problematic portrayals of whatever group, really, including token characters--and NOBODY in this discussion wants to see any of those.
Saying that any criticisms are invalid because "games are art" ducks into a very contentious gray area; I think most would agree that they are art, but they're still bound by their conventions as an interactive media, as well as the executive/marketing meddling which may befall them. Like films, there's also that angle of, while art, is it actually sincere in its presentation? Apocalypse Now and Air Bud IX: Not What I Had In Mind When I Went to Film School sure were products of their respective creators, yet by no means did they set out to accomplish any similar goal other than being pieces of film. Likewise, just because something is bold doesn't mean it has a larger, deeper meaning to it. Suda 51 makes some pretty outrageous games (I am indeed a fan of No More Heroes) and no doubt are they sincere reflections of his vision(s), but I don't think anyone could try affixing some pretentious themes or messages to them (least of all he himself). The film Hollywood Boulevard described that best: "This is not a film about the human condition, this is a film about tits and ass!"
What lies at the heart of your post is the same xenophobia that's persisted throughout this entire discussion. It needs to end, not for the sake of saying any party is right, but because it's completely unnecessary. There are some changes, yes, if only in what we're talking about and how we discuss them. Yet writing these kinds of posts doesn't make you or anyone similar a vanguard, the last line of defense against the marauding armies of "feminists" you so demonized who are coming to certainly destroy your way of life. I assure you, there is no battle, such invaders exist only in your mind, and you have very few allies from the start. So please: lay down your arms and open your mind.