I think the typical "This is the End" audiences are likely to go into a comedy with a bunch of friends talking, drinking beer, don't pay that much attention to the movie, just laugh when something that has to do with sex or alcohol comes along, had a good time, say they it's the best movie ever and give it a 10 here.
When these kind off people watch "the World's End" they don't pay attention and just don't get what's supposed to be funny and might give it a 1 here.
"The World's End" audiences (or just proper movie watchers) watching that movie will pay attention, get the small jokes, the interesting characters, the references may watch it again, compare it to "shaun of the dead" and "hot fuzz" and give it probably at least an 8.
When the proper movie watchers watch "This is the End" they watch it, pay attention. Will be bored for a rather big part of the movie, laugh a couple of times and probably will give it something lower than a 7.
If you want the retarded truth about how certain people rate movies you should check out the top rating reviews from scary movie V, I've seen more positive reviews giving 7s than the 10s there.
In the end you shouldn't take the imdb ratings as very reliable, mostly to compare them to similar movies. Just notice how hardly one proper movie reviewer on youtube has given this is the end a higher rating.
And maybe some people can't handle the fact that they're likely to grow up to be like Gary King.
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