That's right... Purses. Think about it. If your a guy and want to take out your DS or PSP you have to think "Eh, am I going to be gone that long... am I really going to play it." etc. Either you have to put it in your pocket and bring only the game in the system or you've got to use a carrier and that's an extra thing to bring.
For Women it's as simple as dropping it and a few choice games into something you are always bringing with you anyway, ensuring they always have it.
Or at least, that's my guess.