As a Yuri fan we don't get many yuri manga/anime that are open about their sexuality. I can count those shows in one hand. (For example: Strawberry Panic, Akuma No Riddle, Yuri Kuma). There isn't any variety. Majority of yuri fans have to put on their yuri goggles and read between the lines or just use there imagination between two female characters that are friends. A lot of shows just add yuri subtext to appeal the male demographic or because the producers are scared of the backlash they will get if they go full on yuri. A medium should be about variety not the same overused traits.
I am one of those people that will complain about H!E because H!E isn't even subtext yuri. Why I say this as KumiXRei are just good friends. Yuri focuses on the sexual orientation or the romantic orientation aspects of the relationship. At this moment in season 1 Kumiko or Rei have not expressed any romantic desires or sexual desires towards each other. "Friendship arises out of mere Companionship when two or more of the companions discover that they have in common some insight or interest or even taste which the others do not share." Both KumikoXRei like music and are in the music club. They share similar interest; they have not expressed any interest towards each other, other than friendship in the anime series.
I have been a yuri fan for quite a few years now and I am tired of "friendship" being as subtext yuri. They are two different things. I’m not saying KumikoXRei won’t fall in love in the future but at the moment they are just friends. An example of a yuri subtext would be sailor moon with Haruka and Michiru. The comments that they make to each other have a yuri subtext. In one scene when Michiru is trying help Haruka up she comments that Haruka has gotten heavier. Haruka replies that they should leave that talk for the bedroom. That is yuri subtext they don't outright say they are in a relationship but there is a heavy context of a sexual aspect. I know complaining doesn’t help but being a yuri fan has jaded me. If you don't agree that's okay as everyone has different opinions, im just venting my frustrations with the yuri genera. At this point I doubt we will ever get a big budget yuri anime that has good developing characters, plot and animation. Yuri just doesn’t sell and that's the sad truth. This is heart-breaking to me. All I want is yuri but I will never get that. Yuri is love Yuri is life.