Taken by itself, it's a good thing. The problem, and the reason you see such a backlash against it, is that the people who are into it are really obnoxious.
And even that's not fair. The simple majority of people who like it are quite reasonable, nice individuals. They see this as one part of their lives that they happen to enjoy, but it's not their whole world.
But there is a minority that has built this thing up so high that they've lost all perspective. They consider it so important that nothing else matters anymore, not even common sense. It's everything. It's the only thing. And that kind of unquestioning devotion leaves them free to ruin it for everybody.
And it wouldn't be as bad, except that this minority is loud. They've wrapped up their identity so tightly with this external thing that to challenge it is to question their validity as human beings. So they scream and wail and make a scene for the cameras because they need to justify this ridiculous bond they've formed with it.
And lots of people people hate it, just because they don't want to be associated with "those people."
*Insert any given human institution