I'm not sure that that's such a shallow reaction, though. The fact remains that for a lot of people, their trust in Spider-Man as a character and a property is broken. It's not the same character anymore, so of course the reactions will be different. I'd bet that people would mostly voice opinions along the lines of "it's well-written, but as a spider-man story it is bad because it happened AFTER SPIDERY DEALT WITH THE DEVIL".
Every story after BND is a reinforcement of that one story and a continuation of that deal. Of course it's all tainted.