Firstly: No one on the mass market actually knows what 3:2 pulldown is, so it's hard for people to see it as an indicator of 'quality' -- most of HN, a technical audience, probably doesn't know what it is either: For reference, it's when a 24 frame per second film is converted to 29.97 frames by by interlacing 4 frames together to create 5 frames. That and a tiny bit of a slowdown gets you to 29.97, which is the NTSC frame rate.
Secondly: Why do people in traditionally PAL regions also hate the soap opera effect? Again, for reference, PAL regions ran at 25 frames per second and so got away with a 4% speedup and a 2:2 pulldown that has no real frame-blurring effect.
Thirdly: Generally, I prefer higher frame rate content: I have a 144Hz monitor, and prefer content as close to that as I can, but I still hate watching The Hobbit -- a lot of this has to do with motion blur: 48 frame per second content is not fast enough to get away with appearing seamless, and not slow enough that the per-frame motion blur you get with 24 frame per second 180 degree shutter hides the stuttering.