I will start in saying the series didn't deserve all the disgrace it had thanks to the anime adaptation's ending's kerfuffles, in 2016. But, what would you expect when the anime in question was mostly used for "promotion" purposes. The "liked what you watched? keep with the manga!" kind of anime adaptation. And I think some of the elements felt more maligned in purpose than the manga itself.
And that's the thing - the early manga chapters do give this impression of the characters (like Natsu and Yoshio) being more "toxic" towards Machi, who is definitely a girl raised in the mountains and grew up with a certain dose of naivety and ignorance because, I can imagine growing up with a miko grandmother that may have been strict in her teachings, and Machi being entirely in her comfort zone following up all her grandma taught her (and expectations of others as the sacred miko of the village)... while also depending on her talking bear handling the "difficult" things of technology and the like.
That being said, Kumade Village is also one of those small Japanese towns lost in the rural side of the country, and the mountains, that is suffering of gradual abandonment while a certain generation is moving out to the city. It's very on the background, not going to lie, but you then start understanding why Yoshio is so persistent in rising the tourism of that small town... except, you know, it's also a very devout village with sacred talking bears, and not many can go there and all that.
But, at the same time, Machi finding out her foot, wanting to be able to be a "normal" and "modern" girl is where the slice of life and comedy hits (not as much as the relatability her anxiety struggles due to expectations found in fictional manga and such in what is a "country bumpkin" and not fitting in), and you also want her to improve. And Natsu, adamant in letting go of his best friend, almost sibling, almost daughter, also has to learn that Machi wants to grow up and live as "normal" as possible (as it is within a fictional series where your ties are in a town with talking bears).
The series gets slightly better after volume 4 (which was more or less where the anime left into). It's a shame that "due to lack of interest" the English release from One Peace Books has stopped criminally under vol 8, last released in April 2018 (tbf, volume 9 was the latest at the time in Japan, released in late 2017), but I also kind of wonder if the lack of promotion? the reception of the anime ending in 2016? also made the series get out from the conscience of the people...