I tend to make female characters for two reasons. 1) I prefer how they look. Equipment and everything tends to look better on female characters. 2) I prefer agility/speed to bulk/strength, and that tends to fit more with females.
FFXIV was a little strange because you can be whatever job you want, where as something like WoW, I might make a rogue a female, but a tank a male. I ended up going with ARC so Miqote seemed better than Roegadyn, which were the two I was bouncing around.
Everyone claims the whole "I like to look at a female character more than a male" is some kind of evil cover-up for something, but I think if one of the choices was a big cube it wouldn't be all that popular. People want to look at something appealing. I'm not saying sexually appealing, obviously every guy that rolls a male character isn't attracted to it, but they like the idea of their character. Sure, maybe some people wish they were their character, but some people also just think "Now there's a cool guy, a real man's man." Something they think is cool, so is appealing to them.
And just to toss it out there, **** comes in pixels too, but that doesn't stop you.