How do you guys handle it?

[Mjarr]

I have a feeling you told yourself that this game, like all the other "horror" games in the past, wouldn't scare you. So, it didn't.

Expectations may play relatively some role in it, but considering that your response for something that is startling or even truly scary\true scare is often uncontrollable even if you expect yourself to be scared to death, if nothing triggers such reaction you're still not going to get scared. Not expecting to be scared works also the opposite, as by thinking you're not going to scared but something triggers such response, well you've been proven false.

Amnesia is quite sublime game in its category as it does things right, but I don't see a reason to be that surprised if someone said they didn't really shit their pants and run out of the house while screaming something in complete state of paranoia when they heard the first "blergh" behind some corner.