I agree with this. Speaking to my wife (who is a university senior lecturer herself), she is proud that she has her current job purely on merit, not just "because she's female". If companies want to improve their gender balance - and they should, the solution is to provide more opportunities for women so that you have more women able to take up these roles and to compete. Simply excluding men from the application process is not the solution.
In my own role, I've hired a number of people over the years. Given that this is for IT technician stuff, applicants are often quite heavily male dominated, however I've hired a number of women over the past few years. Thing is, they were all hired because they were the best candidates at the time. That means they can hold their own in the role and do just as good a job as everyone else in my team, that means that the team works well together and the female engineers aren't seen to be there just as a box-ticking exercise.