When King puts out a video, which is surely coming, then the criticism will probably fade. But, now, when you have pretty much no content coming out (two minutes of TJ footage and few IG clips in over a year) and graphics that are generally perceived as weak, what can you expect? You get people excited and then put out almost nothing for a long time, shit is going to get talked no matter who you. Hopefully, he is taking his time to put the team together and get enough footage to make something good. It could easily be worth the wait.
Regardless, it is absurd to compare King and Swim. King with the right effort put into it could easily be one of the biggest brands in skating, while Swim is a just passion project by two pros at the ends of their careers. Expectations aren't the same.