Considering good part, more than half of it was quite negative. I don't think that was their plan. Or anyone should ever attempt to. Yes it was divisive, at first but now mostly its people who are ok with the endings and people who are not ok.
The only time the ME3 endings could be argued to be overwhelmingly negative was at launch before EC and the Leviathan DLC. Sure, people complained about the Catalyst, but it was also a lack of addressing what happened to the crew of the Normandy and what was actually the fate of the galaxy. The consequences of each choice were severe, yet BioWare didn't really show it. Once they provided more context and a greater understanding of the Catalyst, many issues most had were largely addressed. Obviously some still don't like the endings because they genuinely do not agree with them. However, that's merely a subjective criticism rather than any objective complaint that the game felt incomplete as it was at launch.
Negative or positive, publicity is publicity. It brought awareness to the game and regardless of what people stated about the ending, ME3 did extraordinarily well (selling more copies than any other BioWare game in history) and also received high praise from reviewers and critics. I'm fairly certain since there was never a Paragon/Renegade ending and it was merely various shades of grey, which is not something you see often in BioWare games, people would have argued over what the "right" ending was anyways. BioWare just received more than they bargained for and that was largely in part due to the game being rushed out the door on a measly two-year development cycle.
This is getting off topic though. The next Mass Effect will be here soon and it has already thoroughly divided BSN among Ark theory purists and those who are more inclined for a continuation in the Milky Way.





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