They say family friendly but is the whole family actually watching these movies outside of Christmas? Cuz family friendly to me is something the entire family can watch and enjoy. Hallmark skews older women and none of these romances are anything the kids in my family would watch/are interested in. And like pointed out they skew very Christian conservative. To me Up and Pixl are more family friendly. They have Christian roots too but they are a little more open with age and race than hallmark. Up even included gay characters in two of their Christmas movies last year.