Whence the basketball gender gap?

Apparently, people are upset because women's college basketball doesn't get as much attention as men's college basketball. Despite my long years as an exceedingly mediocre center--all I was really good at was being tall--I can't say this outrages my feminist heart. But I do wonder why this is so. I don't watch a lot of sports, so I have no idea what the qualitative differences are. Can someone explain why women's basketball is less enjoyable to watch than men's?

This article available online at:

http://www.theatlantic.com/business/archive/2008/03/whence-the-basketball-gender-gap/3060/