Femmephobia can also be seen in marketing. We have diet soda, and we have diet soda FOR MEN; we have loofahs, and we have loofahs FOR MEN; we have canned soup, and we have canned soup FOR MEN. Men cannot be expected to consume feminine things like body care items or diet food or soup in cans (!?) unless it is specifically marked out as Not Girly, and therefore Not Bad. With a few obnoxious exceptions, such as tools for girls (they’re pink) or video games for girls (they’re pink and have Barbie), women who like traditionally masculine hobbies get to have the same fishing poles, golf clubs and bad Trekkie novels as the boys– because, since masculinity is valued, it doesn’t matter if a woman tries to become masculine.