This citation bias toward "favor men" studies seems to indicate a preference among social scientists for the "women are victims" narrative that is quite prevalent on the political left. At the very least, it suggests a predilection for the career-advancing attention garnered by such findings.
On Transaction Costs
Transaction costs function just like any other cost--they ration the willingness of an individual to engage in some activity. They can take the form of financial costs, or, as in Dr. Boudreaux's example, they can take the form of inconvenience. In either form, they exact a cost above and beyond the price of the good or service one is purchasing.
Nothing Ever Really Costs “Too Much”
Given that we live in a world of trade-offs, neither you nor I will ever pay "too much" for any good unless we're forced to part with our money under the threat--explicit or implicit--of violent coercion.