Some women may adopt the term as a personal preference over the term Rubenesque, or full-figured, because they may not necessarily have large breasts or hips. Such terms, and others such as "queen-sized", "plus-sized", or "fat" may lead to feelings of marginalization or non-inclusion for some women. However, some strongly prefer the term fat over other words which they consider unnecessary euphemisms.
The term is also commonly used as a positive euphemism by people involved with the fat acceptance movement, who often reject the descriptor "obese".
Today, the abbreviation is often found in personal ads (and online dating services) denoting an identification with (or preference for) such women.
The term BBW is also used to denote events specifically targeted to such women, and persons interested in them, such as specific gathering nights in dance clubs, restaurants, fashion stores and shows, etc so that an environment of acceptance is achieved by having like-minded or like-bodied persons in attendance.