CoD isn't alone in this. Destiny changed from SBMM to CBMM recently due to declining population and to cater to the streamers that want to curb stomp. Needless to say the top players were happy about the change but those that sucks at it complained. I'm in the middle so I'm okay either way.CoD players apparently. MLG video culture and killstreaks made them feel entitled to games with 20+ kills streaks and obscene kill/death ratio which doesn't really happen with a functionning SBMM
I don't think there is a right solution but there should be some sort of SBMM to ease in new players.
With Destiny the problem gets amplified though because Bungie makes stupid quests that force people in to PvP that don't want to be there. No SBMM probably turns them off of it completely and they never go back or put up with it to complete the quest and hate the game more. I know I've had quests in Destiny that almost made me give up the game because I spent more time in Crucible than I wanted to be.
At least with CoD the players are going in to PvP by choice and not because they are forced in to it.