I was first exposed to the Warhammer world when I started playing Warhammer Online: Age of Reckoning at launch; but I really took the plunge in 2014 when I started playing the tabletop and reading the lore. I love it. In my opinion the Warhammer Fantasy lore is absolutely fantastic. The world/setting is so rich and intriguing, it's definitely one of my favorite IPs. I've just recently gotten into reading "The End Times" and I finished "Part III: Khaine" yesterday evening. I thought it was intense, well-written, and surprisingly believable; especially with the rekindling relationship between the different factions of elves. But I looked online and I see an overwhelmingly amount of negative sentiment to "The End Times" and none of these critics really elaborate on why they hate it. These fans just usually say "Games Workshop destroyed my childhood" and that's it.
So now that I presented that exposition, I'll ask my question. Why is there so much negative sentiment to this "End Times" series? I'm curious because I feel like I'm in the minority and maybe I'm missing something key. Are many people cynical to the "End Times" because its led to the unpopular "Age of Sigmar" era? Or do many people genuinely hate "End Times" lore period?
I would appreciate the insight from fellow fans.

Thanks all.