What the hell are you talking about? Nobody gets vilified for this anymore. You're just be looking through your own filter. Everyone else know it's part of the game.
It only started to be okay when AMD started doing it. When it was only Nvidia doing it, they were mock and hated.
When the 8xxx series consisted only of rebrands it started some controversy, but the excuse was it was only OEMs.
This rebrand is pretty bad since its made it through 3 generations and it isn't just OEMs.
The 7xxx series, the 8xxx series and now the rx 2xx series. In addition, most of the line up doesn't have direct x 11.2 nor trueaudio and these are the rebranded products.
To clear up some confusion, sometimes top products will have features that lower end products won't have. In this case, the lowest end products I believe have those features and the top ones have it too. Which leads me to the worst thing about this rebrand, confusion.
This has generally been a confusing unveiling of these cards, one of the more confusing ones in history. From the change in naming, the mixed feature set and giving the option for sellers to allow pre-order for a product where the specs and performance isn't known. One of the biggest attractions to this series is entirely an unknown at this point too, that being mantle.
Mantle is honestly confusing as heck how the various sources from AMD are presenting it. With something like eyefinity or even physx, AMD and nvidia showed immediately the result of such a technology. For Mantle, we don't even have performance numbers for games. It's more of a promise that games in the future will have it and it will increase more performance. The big question is by how much and how popular will adoption be. Some sources are also saying it is open, some sources are saying its not really open which should effect the adoption.
AMD needed to be a lot more clear about everything about this launch.