Well, I just finished reading the Kotaku article on the protest cupcakes of 2012 and all the comments. *sigh* I think it was a particularly orlesian play, sending something sweet but with bitter messages.
I can understand it might seem like that now, but, at least back then, I had the impression that this was a way to communicate the dissatisfaction in a friendlier and more respectful manner. Keep in mind that a lot of posts at the time were demanding all kinds of outrageous things, like them remaking the endings from scratch or seeing people fired. It was an ugly mess... In all that, this seemed like an effort to show that not everyone had lost their minds.
Then again, maybe it's exactly this contrast that made the cupcake initiative seem less offensive than maybe it really was. I just remember it being a bit of a positive light in those stormy months 
(Just a different perspective, not saying you're wrong.)