I feel for the umpires here because over the years they have copped a hiding for the 'soft' free kicks as well. Personally I don't mind the approach that leans more towards letting it flow a bit, and not paying the more incidental kicks.
I also think something often overlooked is when we watch the game on TV, and in most instances at the ground, we are looking at the game from a completely different perspective to the umpires, who tend to be inside looking out more often. Sometimes what we think is being ignored just isn't available to them as it is us.