She posted a comment on her social media focusing on this feedback as "criticism" that came from a sexist guy "of course". It was pretty easy to draw the line to the three panelists, one of whom was a guy. Ouch.
In a previous life, I'd worked in a awesome (female led!) product company. While I had no experience prior to this, I quickly realized that the product itself and its quality etc was almost irrelevant to success, the X and Y mentioned by the male panelist was unfortunately everything, which you'd only know if you were in the space itself. The female led company I worked for was bought out by a (male led) competitor, who then using much strong x and y skills - cleaned up. Company I worked for got basically nothing.
Fast forward - my friends business not doing so great, she asks me for feedback. I said nothing other than enthusiasm. Partly because I was really enthusiastic - she'd put her heart into this project. But her comment on social was in my mind - I had no desire to be next sexist guy "shooting down" an idea
She's out of the business I think mostly. Anyways, this parallels the take of the article.
Respectfully, this shouldn't be on the person from whom advice is being sought, but on the asker.
"Or better yet, be honest with the female friend that you wanted to advice, pointing out what she had done before and expressing your apprehension in providing critical feedback?"
If someone asked me this, I'd probably think they used hashtags like #redpill or were into bashing Ellen Pao or something. It comes across as, "you can't say anything these days without being offensive, men in tech are soooo mistreated."
Wise moderates don't even join the conversation on social media. A wise decision for an individual, but it's harmful to all of us collectively. One negative side effect is people assume that everyone is an extremist of one stripe or another.