"The people who don't like it tend to dislike it intensely. That's unfortunate, but not surprising when one deliberately goes against audience expectations"

In this quote, John M. Ford is going over the reaction of people to something that goes against their expectations. He specifies that those who do not like it tend to have a strong dislike for it. This might be due to the truth that the unexpected goes against their preconceived notions and challenges their beliefs. Ford acknowledges that this reaction is regrettable, however not surprising. He suggests that intentionally breaking audience expectations is a bold relocation that can elicit strong feelings. It might be seen as a threat, but it also has the possible to develop something distinct and thought-provoking.