I think it is a combination of factors.
Some of Tell-Tale’s advertising definitely makes it feel like one gets more choice than they actually do. And when it doesn’t? People can feel betrayed. While not on the same scale, I remember how BioWare kept saying one’s choices in the Mass Effect universe would have such far-ranging consequences…and then the first ending was basically a color change, and the same cinematic.
And I agree people can have unreasonable expectations, but this could be ameliorated if Telltale did a better job disguising how choices give impact. For that matter, though, if it is the advertising which makes the people have those expectations…then that is on Tell-Tale, and if people gripe about it afterwards, then it is deserved.
That’s actually fairly easy, just depends on the game, and what one considers having choices matter. You can still have the same story/plot/outcome for the most part, but at least make it visible especially towards the end where certain things matter.
For me? In the case of the Walking Dead? If you manage to save some characters at a certain point, then not everyone of them should die. They don’t have to give them a large role, hell they could be in the background if there is a sequel…but at least it would make it seem like your actions did matter.
In Wolf Among Us? If you are playing as a murderous bad-ass, then at least have some of the people actually act scared in certain encounters. All it would take is some alternate lines. As for the ending, though? I was satisfied. At least what you did to the Crooked Man felt like it had consequences, even if they essentially wrote him out of a sequel.
The same with Tales from the Borderlands. Certain choices would help determine what characters might be chooseable in the final phase, even if the ending was a given. At least in that instance, my choices felt like they had impact.
Say what I might about BioWare, but in the Dragon Age setting, when they implemented the decisions/choices from DA: Origins and DA: 2 into DA: Inquisitions, it isn’t like those characters (like the Gray Warden) were necessary, but the cameos gave the illusion of it.
Heck, I actually felt like my choices mattered more in the Playstation 4 game Until Dawn than I did with a lot of Tell-Tale stuff.