Everyone now understands.
They remove the single most difficult part of entering the world of games.
So when I first read the Eurogamer article I was much more excited at their attempt to simplify Borderlands 2 than to notice the 'girlfriend mode' comment. Perhaps that makes me sexist too or perhaps I just saw it for what it was. A clumsy, inelegant, shorthand phrase to convey a great feature that was given too much prominence in an article.
Anyway, girlfriend mode for me these days means waiting for my arm to fall asleep.