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Amour"shipping" is a misnomer. Shipping is something that was born entirely out of the fans's mind. Serena's interest in Ash is an explicit plot point that influences episodes in meaningful ways. To root for Serena to win the Ashbowl is no different from rooting for Ash to win a given league.
Amourfags are basically only wanting the show to deliver something it promised. Shipperfags are wanting it to suddenly asspull something that was never there because it appeals to their self-insert fantasy.
