Well, to be fair, there are some fans whose behavior is abrasive and annoying. It reminds me a little of the MLP hype a couple of years ago, where memes and in-jokes about that show cropped up literally *everywhere* and people advertised their new favorite with a fanatism that had nothing to do with recommendation anymore. I totally didn't care about cartoon ponies, however, so after a while I really got annoyed with the fans trying to shove it down my throat or hijacking every other conversation. And by extension, I started to hate the content too, just because I couldn't bear one more picture or reference.
That being said, I think it's just a vocal minority of the playerbase that doesn't seem to get the concept of taste and personal preferences, but I can understand the people who are turned off by something like that.