Star, lol! I certainly wouldn’t call anyone “bitch” without first making sure they were ok with it, even more carefully since hearing Coach’s reaction. Calling all women “lady” also seems inadvisable to me—but is only one of a series of ways clothing & the clothing industry judge us, as discussed in numerous other threads. Recall too how long it took for the reply that yes, that phrase was intended for all women, to come up—that’s how deeply embedded assumptions and judgements are.
Being arch and ladylike could be a way of asserting oneself, sort of like Cruella deVille. Others might choose the opposite of ladylike, and go for stompy boots, square-cut jeans, and oversized sweaters or leather jackets & a buzz cut to assert themselves.
