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If I had to venture a guess, I would say that negative reactions to using toon to refer to characters in Pathfinder (and probably other tabletops) is a symptom of the 3.5-4e edition wars. One of the major complaints that came up again and again was that 4e was felt more akin to a tabletop MMO than a PPRPG. Regardless of whether that complaint was valid or not, it was prevalent, and since toon comes from MMO jargon, I would say that people became more adverse to its being used in PPRPGs.
Personally, I don't care if people I play with use it because I know some of them come from MMO backgrounds, although it does make me automatically expect them to enjoy combat and character builds more than RP. The constant appearance of debates over the Stormwind Fallacy are evidence enough that a lot of people have adverse reactions to players favoring "role-play" over "roll-play," so when someone says toon there's a good chance someone else will have a knee-jerk negative reaction to it.