Make sure to take reporting negativity bias into account. People will speak up when they don't like something, while stay quiet when everything is fine.
I, personally, enjoy Buf. It has solved many frustrations I've had with The Way it was previously done, manually installing protoc plugins, writing arcane flags into scripts nobody wants to touch, working around various quirks, like how protoc produces different output based on which directory you invoke it in, et cetera... I don't quite like the remote plugin model and rate limiting, but using local plugins is easy enough that it doesn't matter.
Buf has made my life easier, and I've actually been using `buf_ls` for a while now in NeoVim. I understand where the criticism of the title comes from, but I don't personally feel it in this particular case. In fact, I didn't even notice it.
I don't even mind the monetized properietary cloud thing, as long as Buf CLI and the related toolchain remains free software, serving the community. Hope you won't do the ol' switcharoo any time soon.