Yeah, that's also true. For example, magnum is a bit rough but most people (including me) don't really complain because it is overall a fun ride.
It also seems to depend on the time and seat where the person rides as there have been occasions when there are two coasters and I think one is clearly rougher than the other while someone else thinks the other way round. I have tried supposedly rough coasters that I thought were quite smooth as well as the other way round.