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I'm fairly sure that having ladies on the cover of the game has been going on a *lot* longer than the last 10 years. That guess at the reasoning is probably new though.
See for example the cover for "Game Over" by Dinamic Software (1987) or the famous "Barbarian: The Ultimate Warrior" (1987) cover with Maria Whittaker. There has been females on covers to sell games for as long as we have had games. in fact, there is less of it today.
Not that it really matters for a first person game I guess, I'll never see what I look like.