THINK of the equestrian scene and various conservative images spring to mind: genteel hacks, spirited eventing, scary instructresses and Thelwell's cosy world of pony clubs 'n' pratfalls.
This kind of enterprise was supported by a striking number of male intellectuals, who were finding it increasingly difficult to reconcile women's seclusion with the models of learned instructresses they found in the records of the past.
Other companies adopted the same strategy, building luxurious showrooms and hiring pretty young women to serve as "instructresses" and to demonstrate the machines in storefront windows (no doubt attracting the attention of both male and female passers-by).
About Mao shi 2.3, Mao shi zhengyi, 1B.4a, states that "In antiquity instructresses of women taught feminine character, feminine speech, feminine appearance, and feminine merits."