While The Men Watch is a flawed concept

Recently in the news: something called While The Men Watch, which purports to be sports commentary for women who aren't into sports.Some argue that it's sexist because it assumes that men are watching sports and women aren't, but there's an even bigger flaw in its core concept:

The flaw is the idea that you need special programming just because your partner has appointment television that you're not interested in.

Most people are competent adults with more than enough things that they have to do and want to do. If your partner is watching something on TV that you're not into, it's not like you're sitting there twiddling your thumbs. All the things that you have to do and want to do still exist.

For example, yesterday after work I made some very yummy pasta with asparagus and alfredo, watched a couple episodes of HIMYM (I'm catching up on the series lately), read the newspapers, caught up on my twitter feed and my google reader, sent a message of support to Eddie Izzard and checked out what kind of press he's getting after having to abandon his latest marathon challenge, watched the new Springsteen video, chatted with a friend and admired her latest baby videos (My Favourite Little Person, who is now six months old, can eat corn on the cob despite not having any teeth!), stripped the bed and washed the sheets, indulged in some fanfiction, enjoyed a few chapters of the Eve Dallas book I'm currently rereading, and played Sims a bit. No big deal, just a regular at-home evening, unwinding from the workday.

And all of that is exactly what I'd be doing if I had a partner watching a hockey game in my living room. And all of that is perfectly targeted to my needs and interests. Why do they think they can do better? Why do they think we think we need them to?