Exactly. Because of differences between what frame rates are used in film vs .video, we tend to associate a certain "look" with one or the other. Folks watching some of the early released fottage of the Hobbit at 48fps said it seemed to them (at first, at least) like a made-for-TV thing. Our brain associates that "look" with television, and it seems out of place on the big screen, where we're used to 24. Supposedly, after watching for awhile, one gets used to it, but it's supposedly pretty jarring at first.

That said, once you get those big gorgeous landscape shots or massive effects sequences, the higher frame rate really makes it pop.