Happened to re-read an old issue of Rawhide Kid (#83, cover dated Jan. 1971) and found an interesting comment in the letters page there.
A letter from Diane Nagura in San Francisco lamenting the lack of female correspondence in the letters, and that Rawhide Kid "has the cool combination of action, suspense and a little romance - which every girl needs."
The response from Marvel?
"We're sure glad to remedy that lack on our letters page, Diane, as long as you gals don't start suggesting we give the Kid a pink shirt or something!"
And then some thirty years later, we got "or something".