Exactly. Geek culture and "a battery of logic puzzles" as part of the recruitment process naturally excludes a huge amount of killer candidates and that has nothing to do with gender.
Rather than getting more geeky about the problem they should consider hiring seasoned professionals that can bring much needed experience to the company. Y'know grown-ups who can tell the rest to stop patting themselves on the back about how smart they are (whilst wasting their time playing hockey, working on "side projects", and organising pointless hangouts on G+) and sort out their core products.
Sometimes it seems that they are more interested in promoting "geek culture" than running a company.