Looking back at the Free! situation, an easy question to ask is “Why were the same people who advocate unity and decry hostility in the anime fandom so quick to laugh at the moé fandom and revel in their anger when the show proper was announced?”
That’s easy: Moé fans are privileged.
Let any given moé debate go on long enough and eventually, it’ll end up at a point where someone mentions how “hard to define” moé is, despite the fact that it had still been a debate about moé up to that point and past it. Interestingly enough, this point is almost always brought up by the anti-moé side of the debate, who evidently don’t understand what moé is, but certainly know enough about it to hate it.
Ahh, the maid. A staple of otaku culture, representing grace and femininity, purity and devotion, maids are special. They’re not really an archetype, per se. It’s not really a genre, either. Maids are quite the versatile element.