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And therein lies the rub. The image of girls getting out of hand is hard for some to swallow.

Experts predict that Japan’s population will shrink to 108 million by 2030, and critics of the otaku phenomenon blame men and women who can now live meaningful lives without human companionship. One analyst says that the rampant creativity of otaku is rivaled only by their stunted emotional growth. Journalist Yumiko Sugiura, who literally wrote the book on fujoshi (2006’s The Fujoshi-izing World: The Female Otaku of East Ikebukuro), says women who indulge fantasies of queer love rather than finding boyfriends face an even greater backlash than their male counterparts. She believes that, via yaoi, fujoshi demonstrate dissatisfaction with traditional Japanese expectations of what a woman’s life should be.

Media treatment of the fujoshi concept has always been problematic.

As a result, when media attention eventually turned to actual fujoshi, the elevator pitch — “They’re otaku, except girls!” — was more or less accurate (granting a broad reading of “otaku”), but the implications were misunderstood. If fujoshi were girl otaku, they must be the girls usually appearing alongside otaku in those TV specials and magazine articles, right? You know — the maids.

But no.