Not that Im really defending the cheesier instances in the films, but more than any other superhero, Spider-Man is synonymous with New York and New Yorkers. I dont count Batman and Superman in this, as their cities do not exist. You can pick practically any character in comics, and move them to a new location and they will work fine. Spider-Man isnt the same. NYC is as much a character in Spider-Mans world as any friend or foe. Friendly Neighborhood Spider-Man isnt just a nickname its a statement about the character and his relationship with the city in which he exists. If you look in the comics, there are countless, COUNTLESS examples of Spidey interacting with the populace from funny conversations, to cheers of encouragement, and yes, even attempts to physically help the web head (a cabbie helping get Spidey to safety after a thorough beat down during the Morlun arc comes to mind).
I dont think its a bad thing that we see this in the movies. I do, however wish they were handled with more care and subtlety, however.