lol i still remember that everyone complain about the Green Goblin in Spiderman 1 looked like a Power Ranger villian. and now the amazing spiderman 2 has 3 villian that looks like Power Ranger villian.
It's not so much changing to look that bothers me about the Rhino, but the concept. My friend gave me a hard time for not liking it, but to me, this isn't "modern day real world movie version" of one of my favorite Spider-Man villains. This is "Pacific Rim happened and there's gonna be a Transformers movie with the Dinobots so let's make him a big robot".
I don't expect 100% exactly like the costumes in the book. Even the Raimi Spider-Man costume wasn't 100% like the book. I just expect them to at least look enough like the comic book counterparts.