Actually, I think what's going on here is a bit more complex:
- they think they like pulp when really they like 1980s era DTV pastiches of 1960s era B-movies.
- not actually grokking the nuclear power core of pulp writing, they view it as akin to a downloadable skin for their fruit based communicator
- viewing the elements of pulp as being no more than a set of decorations they not unreasonably want to specify which decorations they want and which not.
- but they haven't thought deeply about either pulp or their own convictions - this leads them to both fumble when it comes to praxis and to lack confidence that writers will/can give them what they seek.
So much insight I can see my own gall bladder from here.