Sometimes fanservice is cool, but not when I'm with other people my god no no no
This is my opinion too.
Of course, none of my friends like anime except one in Japan and my dad.
And my dad doesn't mind fanservice.
In it's own right, my family has a bit of prudishness to them; So if they see me watching in anime, if there seems to be a rather attractive female character on screen (or even the slightest hint of even unintended fanservice), they immediately attempt to call bullshit to the reason I'm watching the show at hand. I guess the only thing that keeps everyone at bay seems to be the voice-acting. I seem to tolerate it, but they don't.
Anyway, to the point:
What they see- A pretty girl in an armored dress jumping around and speaking about something I don't understand. Lots of screaming in battle.
What I see- Saber kicking ass and explaining the situation to Emiya and why he must fight and not act so foolish.
And that's not even a fanservice scene, and that's how they react. They would refer Fate/Staty Night as "That show with that sword chick".
And you'd think they'd react differently to shows I watched on Sci-Fi. Nope, the reactions were similar with Farscape and Lexx, and even Stargate. They even felt a little odd about Firefly. I mean, really? Inara aside, there's more to the show than just her.
EDIT:
I forgot about GITS.
They see- A purple haired woman in tights jumping around a building with a rather fanservicey method.
I see- Ms. Kusainagi just owned the security of that building rather quickly. (Cash Eye intro)