When did feminism become so embarrassing?

Marissa Mayer is young, blond, attractive, and six months pregnant. She’s also, as of last week, the new president and CEO of Yahoo, a Fortune 500 tech company, and—much to her chagrin, I’m guessing—the fevered subject of dozens of angst-laden feminist blog posts.

As a woman, Mayer is a rarity in the world of Silicon Valley power players, but she’s not too hung up on the whole feminism thing. The term itself, she pointed out in a PBS-AOL interview, is tainted with “negative,” “militant,” “chip-on-the-shoulder” connotations. “I was always very gender blind,” she told a recent audience. “I think if I had felt more self-conscious about being the only woman along the way, it would have actually stifled me a lot more.”

Mayer, in other words, got over it, got a job, and got on with her life—and this does not sit well with the sisterhood. According to Slate’s Amanda Marcotte, Mayer’s rejection of the feminist label boils down to pure cowardice: “Those who take up the mantle of social justice have always been people who, for whatever reason, are willing to be hated and willing to suffer repeated losses that affect them personally. . . . Someone who would rather do what’s right than what’s profitable simply isn’t going to climb very high on that corporate ladder. ” Mayer, feminist writers seem to agree, is ditching the ideological date that brought her to the dance.