Roleplay games have come a long way when it comes to main characters. I remember in Baldur's Gate being mildly irritated that they added to the gender description for female "easily the equals of their male counterparts". Possibly not quoted exactly. In these games the female choice is secondary. You select to change from the male auto-pick in every one that I've played. If there is promotional material it's never been automatically with the female protagonist. There was a lot of fuss around the box art for ME3 portraying FemShep rather than .. Shep? MaleShep? And you could always choose to go back to MaleShep if that was too threatening, it's on the other side of the cover. In fact, you have to change the cover yourself to display FemShep. Oh, and the General Public got to pick how she looked! Those threads on Facebook revolved around "I LIKE THIS ONE BECAUSE SHE'S HOTTER". It's still nice to have the choice, yes. It's not perfect however.
Also, Joss Whedon spent some time describing how his author-projection into his work is always female when I heard him speak once. He writes as though he's Buffy, as though he's River, or Echo. That's probably different in other shows which aren't female-based. I think it works really well, love the guy.
To Sir Young; I have seen several blog posts looking at female protagonists in games, but never anything mainstream. They were often looking at both gender and race. One of the characters who does come up a lot in that context is Portal's Chell. She's a Latino woman who's not really sexualised at all in comparison to the norm.