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It's an interesting question. The organisers said that they paid the minimum for the level of the race to both men and women. They also said that despite smaller revenues (no VIP passes etc), they paid for live TV coverage.
The argument appears to be more coverage = more sponsor visibility = more money for women's teams. The assertion is that giving a top tier rider 16k is far less valuable to women's cycling as a whole than the TV cameras are.
atz
https://www.gofundme.com/f/equal-prize-money-for-the-womens-peloton