I think the problem is the increasing awareness of people outside of fandom. Then it's not just about the fangirls anymore.
And if we argue that we're promoting their stuff, they will hit back with saying, we do not want people telling viewers that the two main characters have mad hot buttsex all the time, thank you very much.

Of course, I think personally think they're full of shit, but some "brands" are more than a little touchy about the image associated with them.
Mostly I think people should just grow up and realize that different people percieve things a different way and what the hell do we care how somebody else sees it? Sadly, most of the world does not seem to agree with me. Maybe I'm just cynical.