It's probably about both.
Consider for example an artist who makes a painting or sculpture. This is the "artistic intent" of the thing; you could probably maybe display it under colored lighting and get the same kind of complaints that the lighting doesn't show the intended thing.
Consider a song - the tempo of a song can have significant effect on the emotional impact / mood.
I find the discussion more interesting from a deeper perspective: consumers aren't wanting to watch what is presented to them like in an audience - they want to consume in the way they seem fit. It's kind of an "I'm the consumer, I get to choose, because it's all about what gives me the most personal satisfaction" philosophy coming into conflict with the "no, sorry, this is The World, and you have to take it as it is - the world doesn't bend to you, you have to accept the world, maybe you might find something new if you don't always get Your Way" philosophy. Now of course those are the extremes - there is a spectrum along that philosophical line.
When it comes to movies or whatever - are you really just trying to get the story as fast as possible, or are you interested in wanting to experience the movie? I think this is what the more artistic (rather than money) focused directors, etc. are talking about. They are voicing a concern that, to me, sounds like people aren't really wanting to experience the movies, but just get the information sound bite of the plot.
It's also interesting because there really is no "right" position here - both positions have merit. What concerns me most is that people take it as a personal affront that the movie makers have said "hey you know, this is not how we intended this movie to be presented" and somehow the desire of the viewer to watch however they want is somehow more virtuous than the desire of the movie maker to say "no".
Of course, that is all neglecting the money side - but I would hazard that the money side is from the studios, not the directors / artists. There are an increasing number of vocal artists at least who have declined roles in very lucrative movie franchises because they didn't believe in the mass-consumer-appeal franchise.