I think that sexism has been so ingrained in society that people 'don't mean' to be sexist but are then sexist.
Because they 'don't realise' they then think it's other people who need to change or are at fault, not them.
Like the German coach being openly racist in the ITT, whatever the reason, it's not acceptable. It may have been funny or acceptable in the past, but now it isn't. I can understand that things can be misconstrued, but to be fair, most of the time it IS us and our perceptions that need to change.
HTFU is NOT the same as people taking responsibility for how they think and what they perceive as being acceptable.
Sexism is so ingrained in our culture that slang and colloquialisms used every day and were deemed 'acceptable' 10 years ago by a man run, man driven culture are no longer ok. It's not a question of women being soft, it's a case of men having to understand that they need to change the way they think and act.
It's deeeeep in our culture.