I think the main reason people don't like it is aesthetic.
If you told people that whatever else was happening, you always made time to have a conversation with your wife at least once a week that wasn't purely transactional (discussing the week's meal planning, children's school schedules etc.). I think people would think that was a good idea.
Using a "corporate" term for it, rubs many people the wrong way.
Secondarily, some people are uncomfortable using scheduling for personal relationships in general because they feel that these things should be spontaneous. That is, this should be unnecessary because you have deep meaningful conversations with your wife all the time as a matter of course.
That's nice if that's the case, but what is not so nice is the attitude that if it doesn't happen spontaneously then it is somehow illegitimate to schedule it.
When I was younger, I thought "date night" for couples was unbearably gauche. Surely, going out for dinner, going to a concert was just an inevitable part of a relationship? If you're going to plan it, you might as well move to the suburbs, buy a Subaru, and give up.
I don't think that any more. If you're living a life where spontaneous time is indeed filled with activities like that, that's great and no need for cringy "date nights". Realistically for a lot of people that's just going to mean sitting at home eating takeaway in front of the tv.
We are in a slightly odd place in society where it is considered a bit lame to try. Society feels that it is indeed better to go out for a nice dinner than to sit on the couch watching sitcoms, but society is also a little uncomfortable with people who put effort into doing that rather than it just happening effortlessly.