I recently watched a video called Why Do We Play Games We Hate? I feel it applies to other media as well.

The thing that stuck out to me was that some people don't feel ready to decide whether or not they like something until they've totally completed the experience. They feel it isn't fair to judge the partial product, so they'll stick it out through the end, even if it's terrible, just so they say without a doubt they did not like it.

I can understand the mentality, but sometimes you have to just jump ship.