Lego's selection of themes and sets is the same thing as with any other form in our culture. If you don't like one thing then don't buy/watch/read/drink/eat/drive it and move on. It really is just as simple as that but of course people enjoy the pastime of complaining to ever let something sit still or slip by. Honestly, some of these conversations sound like this guy.
Anyway, Lego did take their sweet time designing the Friends theme by talking with an unknown number of mothers and daughters so they did not just pull some numbers out from 'where the sun don't shine' for statistics and ideas to consider. While I personally may not care for the minidolls as I would a minifigure, I understand I am far from the intended audience and can see their delightful charm. Besides they have sort of grown on me after a while now to where I can actually use the word "cute".
This is why I get tired of reading distasteful comments towards the Friends line. The responses sound as though these persons think Lego is strictly saying that girls should only play with Friends sets when the truth is Lego is simply offering the theme as a choice. An alternative from the battlescapes of Star Wars, Chima, Castle, Lord of the Rings, Ninjago, etcetera, and then there is the busy rustle of City. For myself, I find the Friends sets to give off a more relaxed sense of feeling compared to everything else with the exception of Creator. I may be a man but I love these builds because of their cuteness and choice of colors. To heck with the occasional weird glances at the checkout as I stand there with a Sunshine Ranch, Heartlake Cafe, and Mia's Lemonade Stand. I shall continue on purchasing every single one of these to build to my heart's content.