That would be fine if they just kept it to themselves, but it's starting to bleed over into other games that weren't doing it before. I'll give you an example of what I'm talking about.
Payday 2. One of the developers has said, verbatim, that they have made "the Dark Souls of heist games." Well that's great and all, but maybe I wanted a heist game I could play without bashing my face into my keyboard. There are other games out there that I would love to give a chance, but their prohibitively high difficulty keeps me from wanting to get into them, even though everything else sounds really interesting. Couldn't you at least have a slider for this shit? I don't always have the time or patience to spend hours and hours learning how to master your hard as balls game. Sometimes I just want to play for fun, not to test my limits as a gamer.
The new Fire Emblem is a good example of how it should be. If you want a crazy challenge, you can have it, but it isn't forced on you if all you want is to experience the story and enjoy the gameplay. If Demon's Souls had a switch that allowed you to not lose all your souls when you die, I would have enjoyed it. Sure, call me a pussy, a filthy casual, blah blah whatever. I at least would have bothered to finish the fucking thing under those circumstances.