Likely the same people who insisted that dungeons can and should be hard. Apparently Blizzard is FORCED to listen to them.
In any event alot of this stems from the desire for a PvE way for players to progress outside of a raid that isn't dailies. They've had that for years and don't really have it in this expansion so they're naturally frustrated. The simplest solution is to simply remove the rep requirement from the gear. The valor cap will still act as a gate and dailies will still be rewarding as hell with all that gold coins valor mounts tabards pets and profession recipes. Or keep telling them they don't need to do content and we'll you'll have another cata on your hands soon enough.