That is to say, crazy—like, really, really crazy. Though the phrase had been in use since 1835 to describe an unusual medical condition affecting hat manufacturers ( really! ), everyone still knows it because Carroll was a marketing genius. “He was the first children’s book author to license his characters for use on other products, so the characters had individual lives,” says Vega. This leads to what many a childless aunt or uncle will recognize as the Frozen effect: “The characters become familiar to a group of people wider than the readership of the book,” Vega explains. And one of the reasons the story became so popular, Vega posits, is “because it doesn’t end in a moral or a lesson. All children’s writing up to that point did.”
John Carman of the Los Angeles Daily News wrote that "at times, Emma seems to be a Melrose Place for the drawing-room set." He also noted it to be "scrumptiously filmed," calling it "a feast for the eyes and a balm for the heart."  The Daily Herald however gave a negative review, and believed it was the worst of the three versions released. The reviewer still praised it for being "natural, faithful and likable," but criticized Strong as miscast. Davies, remarked the newspaper, "has written a pithy, direct Emma that, unlike his script for Pride and Prejudice, clocks in at a fraction of the time it takes to read the book."