When people say that, they mean treating it as a equal sport on its own merits, i.e., it should be taken with the same seriousness as the men's game, but as a contained entity; I don't think they're suggesting that the way men and women play the game, and play the game differently, should be directly compared and judgments made - men are always going to be faster, stronger, and probably more recklessly committed. Women tennis players are not as strong and fast or such powerful hitters as the men, but women's tennis enjoys a far more comparatively equal status, because of the game's longer, most established history.I have zero interest in women's football and roll my eyes inside when I hear people saying the women's game and men's game should be treated equally.