Assuming the people who are complaining about the new requirements are truly upset and not just looking for troll points...
First off, who didn't see this coming? The AMA has done no outreach to the plug and play drone community. They didn't reach out to the big box retailers, nor online retailers, and not even DJI. Why not? Because the AMA was more interested in appealing to guys building scale models (and the companies that advertise in their magazine) than small aircraft. The use case for scale models is completely different than small UAVs: the scale model builder wants to watch the airplane fly, the drone buyer wants to see the world from the viewpoint of the UAV and doesn't really care much about what it looks like. Because the AMA is presenting itself as the lobby for the hobbyist they claim to set the rules for safety too.
I doubt less than 1% of the big box drone buyers know that the AMA even exists, let alone they have safety training (such as it is) and other member benefits. The kid at the big box store doesn't know anything about drones other than which key to use to open the cabinet. And they flat out refused to make registration part of the purchasing process, even though that's the best time to do it. Especially when they're getting the customer data anyway. They'll spend hours on getting your shiny new smartphone registered on the carrier network, but they won't charge you an extra $10 (retail markup) to register your drone for you?
And what did you, the hobby pilot, do to educate friends and family about sUAV safety? When a coworker asked you about what drone to buy did you also explain to them that they need to be aware where they fly is in relation to the airport? Or that they have to register it with the FAA? Or that, yes, the FAA does control the airspace right down to the ground, and if you don't like that, take 'em to court? Or that you're basically taking an iPhone and throwing it up in the air, hoping it has a soft landing?