I can agree with you on the "expecting too much part". In fact you've read my own mental opinion and have written it down in a review! Bravo!
I might have misunderstood something here. Which reviews are we talking about? Who are "they"? Rotten Tomatoes posts reviews from all over the place (newspapers, magazines, internet sites etc) and none of those reviewers actually work for Rotten Tomatoes. Basically, you are saying that all established reviewers are reviewing movies wrong, which is fair enough, but rottentomatoes.com as an aggregator, doesn't have any control over that.
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They? They who? The collect reviews. They don\'t make them, last I checked. Furthermore, their real problem is that they don\'t seem to make even just an attempt to explain at what their scores truly mean, though the media (IGN and other websites for example), spread this misunderstanding.
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I Never Really Agree With Them
They make good points in many reviews, in fact I'd go as far as to say you should check them out if you're interested in short, sweet, and straight to the point statements and occasionally witty critique.
However, I could never really agree with them. While the people who write the site seem to be the ones who write down the "pro's and cons' of a movie while watching, I feel the need to judge a movie after seeing it. This isn't a problem with that type of review, but I feel these people expect to much for films that offer too little.
What I'm saying is that they don't really judge a film based off its own merits and act like it should be Oscar winning.
I like the tomatoe theme, it feels unique and the site name really catches a ring with me. I just wish it would be something like "fresh tomatoes" :D