There's been chatter for the better part of a decade about "wholesome" as a marketing term. Small groups of people online criticize it, then participants in that scene are outraged. It continues, apparently, to attract an audience of people who believe that the term "wholesome" reinforces their sense of self.

Laura makes a great argument for "nurturing" as a genre title and opposed to the morally weighted (& politically fraught) term "wholesome".