So it's the addition of visible effort NOT to indulge in stereotypes, etc?

Yes. And realising that unless you make this effort specifically you're probably going to fail on this count even if you are otherwise a good author. (And that this is bad :))

It doesn't make it right, and it certainly has all right to be criticised, but it also shouldn't be quashed and left beuried in the ol' noggin, I think.

I think sometimes you do have to let it out, but if you show it to anyone you have to be ready for them to react to those elements.