I did look it up after posting, and thought this one explained it better:
https://nic.moe/en/

What is moe?

The word “moe” (in Japanese: “萌え”; pronounced as “moh-ay”) is a slang word rooted deep in the Japanese Otaku culture. It has often been used to mean a particular type of “adorable” or “cute” towards fictional characters, people, animals, etc.