I don't think Ember's bad rap is due to its marketing image. First off, Ember long had a reputation for being less performant out of all frontend frameworks. It was mostly true for some time, but Ember is pretty fast these days.

More importantly, I think that frontend development still is influenced by its long history of "duct tape" coding practices resulting from JavaScript and CSS being very crippled for much of their existence. Thus, many JavaScript developers seem to prefer simple libraries that can do a lot with a little investment in configuration and composition.

Of course there's also the fact that Tilde is the most notable supporter of Ember, whereas Angular has Google and React has Facebook.

But some people, such as myself, like an opinionated toolchain such as Ember.