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It may be 15 years, but it's still the introduction phase of that product. At first no one even knew about the WNBA, today some players are well known (Sue Bird, Lauren Jackson, Becky Hammon).
Keep in mind that the first phase is seldom profitable. But an enterprise has to have a mix of products, to avoid getting to decline phase, without having something in the growth and maturity phases to generate profits.
IMO, there is no reason if the NBA is a big business already, the WNBA could become important too and
there is no reason why women can't play basketball and also the WNBA should be able to sale a lot of merchandise to women.