I don't actually think a lot of those people genuinely want the steel book, or care what the publisher does with retail is very much divorced from rewards the Kickstarter campaign promised, budgeted for, and can realistically deliver on. People are just looking for another reason to hate, irrespective of any train of logic to the situation.
I wouldn't worry about rabble-rousing chuckle heads getting increasingly desperate to cause a new stink, because it's usually the same group of people (see: literally any Twitter update out of the Shenmue III/Deep Silver accounts) and the likes always outweigh the negative comments many, many times over. It's the silent majority theory, except we can actually track the metrics with likes. If each account that liked these tweets also commented, the negative stuff would be absolutely drowned out.
Spoiler alert: they won't stop complaining after they get their refunds either. The Ooblets situation should prove that some gamers will harass and harangue developers and publishers, over games they actually have zero interest in.