I think it's more like people don't want to be force-fed.
I was pretty anti-Avatar for ages because I can't stand something being hyped up to such magnitude. When everyone and their mother is backing you into a corner with their pants-wetting, nothing turns me off faster. I know I probably miss out on some great things because of this but I just hate it when something is mass hyped on a hysterical level, even if it's very deserving.
For the record, I did cave and see Avatar in the end, but I saw it because I wanted to, but for a while I was really resentful that I was more or less being told I MUST see the movie because I WILL like it. I can switch off from the media doing that kind of thing because they are always being silly over something, but when Joe Public tries to dictate what I should and shouldn't like, the resentment and frustration kicks in.