I like the fact it's not a color screen, keeping to the oldschool ways... That being said, as I've mentioned in another post I do not like how the packaging and logo are so girly!!! Wth bandai!
Tamagotchi in Japan has been ultra girly for three years, and they are mega popular there. I don't see what's wrong with Tamagotchi Friends being girly, especially since there are non-girly designs.
Also in a video, a Bandai representive said that they made it more girl-oriented because 1. It's girl oriented in Japan and 2. The nurturing aspect is usually what's marketed towards girls.