So let them blame, what's your problem there? You asked about underperformance comes from poor content not poor opening. JHMS even in it worst case would take a decent opening, so the marketing strategy factor, doesn't matter good or bad, would effect only till the first weekend at max, later on it depends on content.
Anyways just to make it clear, I don't think marketing strategy was bad. Whatever buzz JHMS having right now is due to the campaign only, its not a film with which you can generate buzz like Ra.One, hype was bound to be limited doesn't matter how good or bad the promotional campaign was. I believe JHMS having a very good buzz given its genre, and it is very much awaited amongst multiplex audiences. Amongst masses it was not going to create much buzz anyways but if content is good and capable to entertain the masses too, JHMS is surely going to score well amongst masses too as the days progresses.