Overall: Yes, men win.
Right Now (in my own experiences at the register): The guys who are buying the smut are old guys and lesbians that are buying old Playboys and not making eye contact. The young women get bitchy the moment they see the "Parental Advisory" sticker on their young adult novel. The women also hoot and holler the minute they see the Giant Microbes plush Uterus. I watched a squad of 3 women and a dad once, where all 3 of the women wouldn't shut up about the plush uterus and kept elbowing dad asking if "he saw it/knew what it was hahahehe" then laughed about how he would probably like the Fart book at the register instead.
It's not really a contest tbh. I can only tell stories based off of the customer watching/interacting I do and have done.
In general, there's far too much spicy stuff nowadays, interwoven into entertainment.