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Why does Pokémon media avoid using the he/she pronouns when referring to Pokémon?

No.43604311 View ViewReplyOriginalReport
the biggest example of this is ash's pikachu. he's obviously a male pikachu since his tail isn't heart shaped, yet they always refer to him as "it". or in the games, where the pokemon have even clearer genders, and gender is the only thing that makes attract and cute charm work, they still refer to your pokemon as "it". why is this?