Cucumber: How to avoid major mistakes

Recently I came across several posts criticizing Cucumber and approach itself. Some of the links:

• BEHAVIOR-DRIVEN DEVELOPMENT VS. TESTING by James Bach
• Testing like the TSA (here is the criticizm of TDD approach but there is one recomendation here which fits the topic. I mean the recomendation not to use Cucumber)

and many others. Generally speaking the idea is that we should put off our pink sun glasses and look at the real world. Cucumber (and all it's analogs designed for other programming languages) is quite attractive solution providing the ability to write descriptive automated tests. But this attractiveness hides a myriad ways to "shoot your leg". And the more people use the approach of executable specifications the more people have bad experience. Why this happens?