It's the predictable pattern of tearing down a darling. I think its actually for the better. Ruby has had a nice ride, some negative attention will help drain the hype. What'll be left will be closer to the truth and able to stand on its own merits.
Thats my preferred analogy. From what little I know of the fashion industry, the parallels are amazing. A lot of the fashion industry spends its efforts trying to out do and impress itself (and tear itself down) - with little regard to what "ordinary" people want to wear.
Says the person who has a vested financial interest in the opposite.