Hm, let's think about this. Has anyone watched a single episode of Batman: the brave and the bold? every single man, including Robin, who is supposed to do acrobatics and needs a slim body, is huge. They all have unbelievable muscles and they all apear to be macho.
Now let's think of any sucessful video games with a female lead. Heavenly Sword: not very successful, Bayonetta: did not do well either, Eternal Sonata: not a single macho guy--> very bad sales despite receiving positive reviews (of course many could say the game was not good, despite the reviews). Even Tomb Raider is not doing well any more. Now look at God of War, Metal Gear solid, Prince of Persia, Red Dead Redemption (the guy on the cover screams bad-ass/macho), Gears of War and so many games. It's also interesting how many people pre-ordered RDR, without reading any reviews first. The pre-oders of Super Mrio Galaxy 2 come as no surprise, since it's a sequel and we can assume that it's probably gonna be as good/interesting as the first one. Of course I'm not saying that only macho guys sell in the west, but Mario, Sonic come from a totally different genre. Games like LBP need funny characters, but it's the opposite with action-adventure/ fps/ hack and slash.
Also look at the success of movies and tv-series with with a female lead (like Fringe, V, Elektra, Aeon Flux). In most cases they don't do so well. Of course many could argue that the reason they are not doing well is the quality, but I personally think that it's not just that.