I don't get the extreme reactions over it, positive or negative.
Somewhere along the way, Nutella got branded a "hipster snack" or something, with certain people (such as Jake, in this thread) going out of their way to amp up the kitsch value of a simple nut & milk chocolate spread. Other people ended up recognizing it as such and thus feel the need to overcompensate by making their distaste for it
really super clear even though it's basically just chocolate.
It's actually a really common reaction-rereaction breakdown you could see in a lot of products/websites/events these days that becomes a really easy phenomenon to spot once you're looking for it. It's weird.