Each time you offer members something new you have a choice.
You can listen to the feedback from those members who are all in. They are trying their hardest to give you thoughtful, useful feedback. They are well intentioned, and even though it is difficult, they are giving feedback because they want the offering to be even better.
You can listen to criticism from a stakeholder who is not a friend. Nothing you do can win them over. They are just not a good fit for your association. Their criticism is given to make themselves feel better, or smarter, or more right.
At first, feedback may sound like criticism and criticism may seem like feedback but they are worlds apart.
Feedback will help you work the kinks out of the offering. Feedback helps you iterate to make improvements. Member feedback helps the new change or product reach its fullest potential. Criticism, on the other hand, may push us to think smaller and pull back, so we take fewer risks.