To some, moé is an annoyance. It’s the thing preventing them from seeing the anime they want to see. It’s what Japanese fans want and that’s a problem to them because it forces anime production companies to make more moé.
To others, moé is a bogeyman. They fear that any anime could become moé at a moment’s notice, and any mention of moé anywhere close to the anime they like causes them to lash out, fighting desperately to protect their anime, like a cornered animal.