I guess all of those people are "newbs" using a "gimmick" feature
Probably not newbs, but succumbing to the usual media hype about a negative aspect of an otherwise widely appraised apple product. You know, as a journalist, you're always supposed to write a balanced story or review, so you feel a lot of peer pressure not simply raving about something, but instead, apparently writing a "solid" review that lists pros and cons. With Apple's media attention and coverage being widely very positive, you're hard pressed to actually find something to complain about.
Same thing happened with the iPhone4, if you recall. The antenna issue turned out to be about 1000 times less of an issue than it was reported widely in the media. Do you remember ANY other negative comment about the new phone apart from the antenna issue and the proximity sensor troubles?
Do you, from the top of your head, recall any other negative aspect of the 11" MBA apart from the lack of backlit keyboard and maybe the lower battery life?
You're quite wrong if you think that journalists, bloggers and other writers on the internet are not influenced by their, albeit digital, environment. If you were to write a review on the MBA and not at least mention the lack of a backlit keyboard, who do you think would take you seriously?
On the internet, if something is repeated a million times, that does not mean it is any more correct or relevant.
Want more proof? Google the word "judgement", then google "judgment". Now guess which one is the correct spelling.