Some women feel insulted the 1st time someone calls them a "Maam" seeing it as the progression from "Hottie" to Hot-No-More. One friend had commented "that's what they call my Mom!" with a paniced tone in her voice.
It was my impression that when a women was labeled a "Milf" it was somewhat similar to being a cougar; both implying "old(er) model, engine runs great and plenty of miles left on the suspension."
Now there seems to be an abundance of MILF's in the Ads section. Have more women become comfortable with age? Is this an epiphany that men prefer Milf's & Cougars?