Emancipation of Lara, Why Female-Friendly Fails

By now you've probably heard somewhere or another that Eidos would like to make the Tomb Raider franchise and its heroine more "female-friendly."

"Female-friendly" is a well-intentioned but faintly gruesome marketing phrase that's come to be perceived as shorthand for "let's make everything pink so women will buy it." It's almost inherently offensive -- so in order to treat this concept of a female-friendly Tomb Raider fairly, the phrase first asks one to get some words out of the way.

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