Even the most basic core tenants of feminism threaten American conservatives, which is why they're going bonkers about it. The liberals who wanted "more" from Barbie and are upset that the messaging is simple need to accept that many people (if not most people) still need to hear and learn those basics -- be them children, sheltered teens and young adults, or people who have been led to the right by their church/community/family. For many of them, this role-reversal may be their first exposure to an easily digestible feminist messaging. And frankly, even people who know the "basics" of feminism can always have those values reinforced.