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The More Something Is Disliked, The More Lovely It Is (好かれないものほど愛おしい, Sukarenai mono hodo itōshii) is the one-hundreth episode of the Gintama anime.


Gintoki gives his suggestions to the editor and author of "Gintaman" on what should the series approve on.


On a train, Gintoki reads the JUMP manga Gintaman. His chastising comments attract the attention of the editor of Gintaman Konishi and the two debate about the series. In the end, Gintoki's comments leave Konishi feeling despondent. The following day at JUMP Editorial HQ, Konishi is reprimanded by his superior for his prosaic writing to cover his writer's block. He compares him to his co-worker Yoshizawa who started the same time as he has helped pioneer two hit series. Konishi, on the other hand, has barely kept afloat with his low brow manga series. His superior gives him one last chance to get a good rating in the surveys or else Gintaman will be axed. Lamenting his failure by reading jump on a train ride, Konishi runs into Gintoki once again. Konishi has a meltdown on Gintoki and ultimately he decides to help the series out.

Arriving at the Gintaman author's home, Konishi discloses to Gintoki to be wary and watch what he says. This is because the author Amachi Hideaki, has severe social anxiety problems. Gintoki then meets the author who is a large gorilla... however, Konishi claims that he is not. Starting things off Gintoki gives his thoughts and opinions on Gintaman and then how to improve the series overall. Gintoki's critique is harsh and overall disparaging towards Konishi who easily snaps from time to time. This is also documented by Gintoki who uses it as an example of his atrocious editorial ways. In the end, Konishi follows all of Gintoki's advice and Ginatama makes it to the #1 spot in the surveys. Gintoki, on the other hand, still thinks the series is boring as hell.