how long does it take to create a unique identity (profile whatever) that i am seeing some complain about this?
No-one's complaining about that! If it's a once off event to spend a couple of minutes creating an account, that's no bigger. Did that on Wii no worries, same as XB360. The complaint is that whenever you want to play multiplayer, first player 1 has to open the Blade, select their account and sign on, then player 2 has to open the Blade, select their account and sign on, then player 3 has to open the Blade, select their account and sign, and then player 4 has to open the Blade, select their account and sign on. Contrast that with multiplayer last gen where everyone picks up a controller and plays...
It's only a moment's extra time, and in the grand scheme of things it's a nothing hassle, but it's an uneccessary overcomplication of multiplayer for what amounts to no benefit at all for some players. In the same way many small bugbears irritate, like a mosquito bite is absolutely nothing in the grand scheme of your life - it's a tiddly amount of pain and irritation that exists for a miniscule fraction of your entire life - if you take the Big Picture view there's nothing to complain about, not in this need to sign on to accounts, nor in the bus being late, nor in getting rained on, nor in spilling a bit of wine on a shirt, nor in someone posting rubbish on an internet forum. But complain we do, because we want things to be better than they are, especially when things
were better and have taken a step backwards. Some of us preferred it when we didn't have this complication. Accounts? Great! Online? Great! Achievements? Great! Gamertags/cards? Great!
Having to log on each account for each player in multiplayer when you don't actually care about achievements? Not great!
Optionally logging in to record your achievements, while also being able to just pick up a controller and play, would be great!