The airliners aren't so much complaining about the ride as they're reporting it to the controller and anybody else who is listening.

Then you figure out who is going the same way you're going (the callsign that got switched to the next sector two minutes before you, using odd or even altitudes when you hear someone check in to deduce which ones are 50 miles off your nose and just flew through the same air mass where you'll be in 5-10 minutes, sometimes a couple thousand feet makes a nice difference and other times not so much). If you're going to turn the seat belt sign on or off (let grandma up to safely move around- or keep somebody's little kid in their seat when they "have to go and can't hold it, mommy!") then predictability is best- know what's up ahead so you can leave the light eithet or or off instead of switching it back and forth every couple minutes.

Of course, there's nothing wrong with ribbing of brand X or brand Y a little bit about their ride reports.

I wouldn't say that, I dont know how many time im flying nice and smooth at FL270/280 when all the airlines are complaining of rough air above FL300 and then they start coming down to my altitudes.
Y a ok we can slow down to PC12 or Meridian speeds if the SHTF.