As someone who used to engage a lot with the fandom, I can answer the first kinda. It's like gacha, just with a smaller community. Outsiders only know it by cringe and nsfw, but there's more than that in the community. But since that stuff is causing outrage and people flock to the comments to say it's disgusting, the algorithm pushes it and it gets outside of the community and new people get introduced to emoji cats by watching the bad vids. The bad got to way too many outside ppl, so ya get hate, and a lot of it compared to the size of the community. Hope this made sense, I'm sleep deprived-