I have never had an issue with the GURPS setting. My players took to GURPS readily, but it is a matter of experience with the system. I have another friend who was introduced to GURPS through a Supers game, and the first editions of Supers are...um...yeah.
I think that first encounters with the game systems really determine a persons feelings towards them, some love Hero, I can't wrap my head around it, mostly because I associate a really bad gaming experience with the GM.
D&D is probably the same thing, I don't like fantasy that much, so the system, and especially advancement and prestige classes drive me crazy. GURPs with points, is open, and the way I introduced to my players is by stating "we are playing this game...blah, blah, blah", what do you want to play, and make it up. So, people's experience with the system were positive.
I guess the system also speaks to the types of games I play, I really enjoy gritty games, where the players cannot shack off hits from weapon fire and sword play, buy need to think and consider what they are doing.
Since I prefer the modern/scifi eras, gritty settings appeal to me. Cyberpunk 2020, and the ilk, good times.
Brian K