I agree with you about that word being used to much.
To me, I only see it as entitlement when people want Bioware to actually go and change the ending to the story they created and put out there. If they want a new feature, some game fixing thing, something that means the product is actually 'broken', that is different. They ARE entitled it.
But if you go see a movie and don't like the way it ends, DEMANDING they change the movie and re-release it, is entitlement.
Good or bad, that was the story the writers and game director wanted to put out there. I can't think of anything more horrifically insulting to someone in a creative field to being told to 'redo' something they spent over 24 months working on.
Also, peoples complaints about none of their decisions mattering, to me, is a separate issue to the ending. They could have enhanced that with the overall game, addressed things like the Rachni etc better, that kind of thing. The 3 endings is different though. They could have kept those exact 3 endings and still shown more of our choices reflected, showing us each character and what is happening to them as a direct result of our choice.
However, wanting them to take back a product they've put out their, alter the story and narrative component, then release it again? If Bioware actually did that, I would have no respect for them at all.
If you write something that doesn't work or is flawed, you have to live with it. There are no do-overs. That's a black mark on your record, people will either turn away from you or give you another chance. But you can't go back in time and fix it, what's done is done.
The sooner everyone accepts that, the better. The moments developers, writers, directors, whatever, start allowing their vision be influenced by fan pressure, is the moment they lose ALL integrity as creative content producers.