Well what’s most obvious is most of the lore is locked behind lore challenges (especially those pvp only ones), so the average player will be discouraged long before then. While Overwatch threw it all into massively publicized comics and animated shorts.
In complete honesty though, as far as criticism online goes. It seems Gearbox is having trouble escaping the shadow of BL2’s writing. People online are more than eager to trash BB for anything that looks like a meme, social politics, “Badass”, or over the top personalities.