The hypocrisy in it is that the audience for those pens is the same as Ellen's audience, an audience that never tires of the cultural theme "special treatment and more stuff for women." By poking light fun at silly pens, Ellen promotes a mindset of inconsistency, "we can raise ourselves above the others by making fun of this trivial piece of minutiae while still maintaining a position of utter cultural solipsism, in both (inconsistent) respects, we can look in the mirror as wiser and more self-assured of the legitimacy of the discriminatory treatment we seek in big real ways." Not to mention the strong subtext "It's men and patriarchal entities that are trying to buy us with pink pens."
Of course she won't be doing a sendup of VAWA, affirmative action favoring women, discriminatory reproductive "rights," the massive imbalance in govt spending on women as a gender in medical and social research, discriminatory treatment in domestic courts, differential and discriminatory treatment of rape accusers versus the accused, etc. etc., because those things are -real- with real $$ attached and real social misery as a result.
I find lesbians to be a mixed bag, they tend to be some of the most vocal decriers of feminist excess (and also the most radical feminists), yet at the same time are curiously silent when feminists win real discriminatory benefit for women as a gender. Lots of them won't hesitate to say that feminism is silly, yet will be silent when it's time to speak out about discriminatory aspects of the results of feminism that benefit them in monetary ways.
"Let's make it all about pink pens, shall we?"