Chris: Depends on who you’re talking about. For most people, it’s because they didn’t announce they were turning Loki female in the press. They just did it as part of a storyline. So honesty, most people never even noticed. It happened in 2008, and the movie didn’t come out til 2011, so outside of the really small comic book reading public, most people never actually knew or cared. Bendis once pointed out that when he killed Hawkeye off in Avengers #502 (1998) he didn’t even ask the editor. He just did it. If he tried to do it in the post-movie world he’d never be able to get approval.
On the other hand, there were plenty of comic fans who did care when they changed Loki into a woman. Because people, geeks especially, fear change.
But no, it wasn’t as big of a deal because even amongst the geeks, Loki (at the time) was a minor character in the Marvel Universe, and a villain. There’s far more leeway than when you change something with a hero that people are attached to.
But my problems with it, as I said in the blog aren’t storyline related so much as business and philosophy related.