There are 2 main problems.
1. Internet has given a minority a loud voice
2. "Tall poppy syndrome" - not sure if people have that saying outside of Australia.
Xray products are held in such high regard that everyone expects perfection, so if there is a minor issue it gets totally blown out of proportion.
All the rival manufacturers have their issues too, usually a lot worse, but they never seem to get the criticism of Xray.
It's the same with the criticism Xray always receives about the yearly updates. Many companies do the same, some even more often, but, lets single out Xray again (tall poppy syndrome once again)
Xray can keep up to date, on top of their game. Or they can be like some who wait so long to update their cars that people either stop buying that car or they need to spend a fortune with aftermarket companies to bring the car up to date.