I think we just got so used to it that we no longer really care for it. Now if it's a serious show and you don't get any fan-service and than BAM you give you a peek or just a little that'd be enough.
I don't count shows as Queens Blade or Maken-Ki amongst the fanservice shows. How can it be fan service if it's constantly there. So I agree with Shinta on how it's about the delivery.

I have to say I am somewhat indifferent about the forced beach episodes on many many shows. Most likely fan-service related so yeah.

One thing I dislike are those clingy imouto types like that little shit from Mahouka.