No, not ashamed at all.
Are you ashamed when you go to a car dealer that sold you a 'New' car with 20K Km on it, broken radio and chips all over the floor?
Are you ashamed when you go up to the server people at Macca's and ask them to make you a new burger as you asked for no sauce and no pickles, but they put extra sauce and extra pickles on instead?
If you're not ashamed about pointing out flaws in other faulty products, or being lied to about what you were buying with other products - why is a game any different?
Because its art?
The second you sell commissioned art, you need to be ready to accept a complaint if you made it wrong. ME3 wasn't made in a garage for fun, it was made to be sold and earn EA money, and to please the fans so that it would earn EA money. If the fans aren't pleased, then Bioware has failed in its duty to EA to create something the fans like.
Because its a game, and we shouldn't take that seriously?
What the hell kind of a point is that? We shouldn't take it seriously because its a game? If we, gamers, don't take games seriously - how can we expect anyone else to? We need to take games seriously to get others to take them seriously. Until that happens, nothing changes.
Because fans are acting entitled?
No, we're not. We're outlining clearly what Bioware needs to do to keep us as customers. In a way, they are acting entitled. Entitled to our undying love and money. If we don't like their game, we should still buy their DLC and other games because their entitled to that, so they don't need to fix anything. No. We as fans choose where we take our money. In the aforementioned car scenario, would you go back to that dealer if they did that to you twice, and not bother trying to get an actual new car? I doubt it. We are telling Bioware that to keep our money coming in to them, they've got to fix the endings. They don't do that, and we ARE entitled to take our money elsewhere.
There is NOTHING to be embarrassed about with this movement. Some legal professionals are taking the whole FTC complaint seriously - it DOES fall under their jurisdiction, and they need to decide whether they think dev promises such as 'Its not like normal games where you can say you got ending A, B or C' are specific enough to be applied in these terms. Personally, I think that's pretty specific: No ending A, B or C - an utter lie. Wait! We get ending Red Blue Green instead. Personally, I hope the FTC accept this as an alright principle, on the grounds of the specific quotes only. Specific things promised pre-release should be delivered upon, or we should be told that they won't be delivered upon. I, and many others, bought this under the assumption we would not get ending A, B or C, but something unique to our Shepard that honoured our choices. We were led to believe this thanks to more than a few specific dev quotes, and we were lied to. I won't be outraged if the FTC doesn't set the precedent here - it may see it as too intrusive as to how much game devs can talk up their game - and I'll respect that. It isn't way out left field though. None of this protest is. We ordered a product, and it was not properly delivered. We have a right and a responsibility to complain. If we don't, it sets a precedent for devs to make whatever they want and crap all over pre order sales. Say the next CoD is the fastest and biggest of them all, the best FPS you'll ever play, then release a turn based tactical shooter. I don't want to live in a world where that is acceptable.