Since the Red Wedding, I expect bad things to happen to good people, especially the Starks.I didn't find this scene any more gratuitous, shocking or brutal as some earlier scenes were. I'm not a fan of this either; I find it uncomfortable. It doesn't alienate me, but I could certainly see why it might make others turn off. All I'm saying is that if they have been watching since the start then I think they know what to expect by now.
The Ramsay and Sansa consummation was circumstantially similar to the even more graphic wedding night of Drogo and Daenerys – arranged marriage, captive bride, non-consensual sex. Yet with Sansa, it was far more disturbing.
The primary reason for the difference, I think, is that Drogo was probably just following standard operating procedure for Dothraki newlyweds, whereas Ramsay was following his own sadistic nature. I also think that I am four-and-a-half times more invested in Sansa's character than I was in Dany's at the start of season one.