It truly needs its own fractal of bad design essay save it would have to a farce in 7 parts.
To say that they targeted a different kind of user is insufficiently descriptive. 3.0 was the beginning of ticking off the users they actually had in order to target users they wish they could get with a total package that such users could never encounter in a million years because joe average wasn't installing Linux in 2011 regardless of how simple you made the interface.
9 years later the Linux user base is virtually unchanged and gnome 3 is no longer horrifying as 9 years of labor have rendered it modestly acceptable after the worst ideas were put off or mitigated.
If you spent 300k building a hovel where the roof fell in quarterly and you after much consternation and a decade of work figured out how to keep the roof mostly in place most of the time I would pretty much expect such a project to be the go to horror story among home builders in the neighborhood.
This isn't meanness its just honesty.
It is not, sometimes GNOME devs even say outright that the project is for their peers and those who share their vision. They do their testing on other GNOME aficionados. In the days of Unity, Canonical did some of their user testing on regular people, those days are long gone.