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"I wonder how men will respond to women’s incursion into the whiskey market. Traditionally we’ve seen male flight. As an activity, occupation, or product is increasingly associated with women, men leave. In a society where women keep infiltrating more and more of men’s domains, this is a bad long-term strategy for maintaining dominance (see, for example, the feminization of education). As I ask in my forthcoming sociology of gender textbook: What will happen when women are sipping from all the bottles?"
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