I expected a pretty high proportion of people who don't like 3d wouldn't let themselves like it.not everyone but a few.
I don't think that's the case at all. If you look at HD, that is quite clearly 'better' than SD, so you don't get people trying to say it looks worse purely to justify not spending the extra money. What it comes down to is yes it's better, but is it worth the extra cost? To some people it is, to others it isn't.
3D is different, the same complaints come up time and time again, colours look washed out, scenes look blurry, not as easy to focus on certain areas. To some, these complaints either don't matter, or they happen to not see them, so it's only a question of whether or not they like the 3D effect. When I'm watching 3D, I see none of the benefit, and all of the drawbacks. Adding physical depth to a scene doesn't make me enjoy or appreciate it more in any way, it doesn't make me like the film better overall.
As the technology matures those complaints should go away, at that point I'll be fine with watching in 3D, because even if I don't feel it's actually adding anything, at least it's not taking anything away from it, which is what's happening at the moment.
People don't complain when there's a very clear and obvious jump in visual quality, but right now that's not what 3D is because in its current state it's full of compromises that many aren't willing to make.