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One rather infamous case of Queerbaiting was with the BBC's Sherlock. Watson and Sherlock have been a popular couple for decades and the show played around quite a bit with the idea. There's lots of essays on YouTube and the net about it if you want to dig into the details, but there are many jokes in the show about Watson and Sherlock being a couple, and hints that Sherlock at least is gay/bi. The running gag is Watson repeatedly telling people he isn't gay, but he still seems jealous of other characters who have eyes for Sherlock.

All of this seemed to pretty deliberately play into the popularity of the pairing, with even a few nods to it in the show. But in the end, nothing came of it, and fans felt that they had been "baited" into watching and driving the popularity of the show without any payoff. In hindsight, the whole relationship had only been used as a joke and a lure, which was especially galling since representation of homosexuality in mainstream entertainment was still fairly rare. Thus did it receive the label of "Queerbaiting".

Now for an example of something that's not queerbaiting (though it was sometimes referred to as such) we have Steven Universe. The short version is that there was a popular pairing between two female characters in the show, and one could easily assume they were an item since they lived together and were generally only seen with each other after a certain point in the show. However, their relationship was never officially confirmed and there were hints from an artist/writer of the show that they hadn't been allowed to be as explicit as they would've liked about it.

So what makes this not queerbaiting? The biggest defense against the label is the context that Steven Universe as a whole was a very LGBTQ+-friendly show, featuring the most explicitly gay couple in the channel's history with two of the main characters. It also had a litany of other gay relationships and LGBT+ individuals. Further, the contentious couple was never officially disproven in the "it was all a joke!" sense of the previous example, it was just left open to interpretation. In total, it's clear the show wasn't using the couple purely as marketing and that the creator did genuinely care about LGBTQ+ representation.

In summation, queerbaiting isn't just "the gay couple I wanted didn't happen." There has to be a deliberate effort on behalf of the showrunners to keep people watching by heavily hinting at a payoff that will never come.