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Fan service is giving the people what they want over artistic integrity. For example in Terminator the T-800 says "I'll be back" and it wasn't fan service at that moment, it meant something toward the plot. It just became a line people loved and quoted so they've tried to find ways to force the line in sequels and promotions because fans loved it.

I don't think being sexy is always fan service. It comes down to if it fits the character and story. It can be hard to say in many instances what the line is between doing it for the story and just to make fans happy.