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Because it's being marketed to girls.
Think about it.
>Gen 1
You're a hero, training monsters whilst battling a mafia
You live in a world where there is war and scientists have tried to create the "ultimate" Pokémon and ended up being destroyed by it. You become a Pokémon Master.
>Gen 2
Girl option
Option to have girl Pokémon
"Friendship" mechanic...get a massage at the parlour, honey!
Make your monsters go on a date to make an egg. Aww xx
>Gen 3
Cuteness contests
Beauty contests
>Gen 4
Cuteness contest with accessories
Your cute little kitty can follow you around and be your friend!! So cute!!
>Gen 5
Region is essentially a straight line to pander the passive little girls who don't know what they're doing.
Choose which Elite 4 to battle first, they're all the same level honey, you can do this :)
The start of trend.
>Gen 6
Literally pet your Pokémon whilst love hearts come out of its face.
Fairy type.
Dress up your player. If you're a girl you have more options.
Exp Share so you don't get left behind and have to go on an adventure to increase your Exp, God forbid.
A specifically female-looking starter in the form of Fennekin.
>Gen 7
Primarina
Poké-Instagram, just like me and my friends!!
Rotom-Dex tell me where to go please, Daddy.
Sun and Moon revolves around Lillie and her pathetic Mother. "Girls have problems too, ya know!"