Use of AIs (broadly including both nolvadex as SERM ... selective estrogen receptor modulator and AIs... aromatase inhibitors such as adex or aromasin) for "fat loss" is just a bad strategy. Its not a maintenance protocol because extended use is generally just say "sure, bring on early menopause, no problem". As the OP mentioned, he sees it used for competition prep. The context is "specific end date, don't expect to maintain results and assume some sort of rebound". It is also a support to an already extremely targeted diet & training schedule. For your avg "I wanna lose some fat in those estrogen-areas" - they are probably not following a strict and already results-producing diet & training protocol (and I mean more than "I eat clean and train"). Further they are probably not going to be in the mindset of getting good results and then letting it go after a certain day, plus a rebound.
Adex & aromasin in particular can be very hard on the use in terms of dried out / brittle feeling joints due to estrogen suppression (similar to winny actually) and also if it is not monitored very closely (i.e. the person is very in tune w/ their body and accepts the adjustments of whatever happens when you manipulate estrogen), can result in some nasty menopause-like sides including hot flashes, etc.
Not saying people can't experiment, but understand what you're doing - essentially shutting down estrogen. You can't pick & choose the results & sides you want - and when you come off, there's a chance of rebound (the whole rebound thing is not well understood in terms of published research so it is mostly going to be anecodotal info from the internet, most likely in not well-monitored situations where the user is in tune w/ her body and able to deal w/ the results instead of just OMG... HATE IT... FUCKED ME UP.. REBOUND... GOT DEPRESSED... ATE EVERYTHING IN SITE... NOW EVEN FATTER...), and at the end of the day, you no longer have the estrogen suppression in place and the estrogen-pattern fat depositing continues as it did naturally prior to the AI use. In the extreme, early menopause can kick in and then you have the other issue of trying to get your estrogen started up again (if you're still in your child bearing years). As much as women have learned to hate estrogen, it is still one of the basic things that make us up and has its place in creating balance (in moods, in ability to build muscle, in support of joints, etc. etc etc). You can never pick & choose the results & sides you want or don't want just to "lose weight".