You got one answer, but I'd also suggest that someone might play a game out of spite. They might play it to check their experience ("maybe I was in a bad mood the first time"). Maybe all the coverage in the media made them feel like they needed to give the game a second chance. Maybe they wanted to see if the path or play style they chose was just a bad fit. Maybe they wanted to ensure they had enough data to back up their critique.

As someone who has spent years in the games industry, I strongly encourage you to take your players seriously and don't just assume you know better.