The reason for the different reactions is because, when you watch/play something scarey you go in the mind set of "okay wheres the next jump scare?" When you see something creepy in a game not marketed as a "horror" you are in the mind set of something completely different thus you are caught off guard by something that really shouldn't make you go "dude, WHAT." but it dose because, it gets in head that the material you are consuming is what it says on the box, but its not like the creators don't want to throw a curve ball where you are like "OH-MY-GOD!" and need to take a breather. This is all of course -> in my opinion.
Of course I DO FEEL BAD, but some people are like "I don't fucking care it's money!" but I'm totally like "Ah, that is not cool you douche." I feel like I always don't deserve the money I will get, also to any person that doesn't feel bad come on, a person is using money to bring joy.