I think what is wrong is players' perception of the Support role, and I will give you an example.
I bought Malzahar recently to try him as support, seeing as he is a very popular pick right now. My Twitch ADC was, let's say, useless. I was harassing the enemies, we had minions to our advantage, yet Twitch didn't bother coming in and get free kills with me. Therefore, once I saw opportunites for kills, I went in, got the kill, free gold. My Twitch has low health, he didn't bother pushing the wave in before backing, so I picked up like 10 minions and push the wave into their tower. As soon as I started hitting the minions, which where close to reaching out tower, he started spam pinging me to back and not take his farm, even though the wave would crash into tower and he was at base. Anyway, I ended up doing 3x Twitch's damage, while offering utility through my kit and Rylais, and Sightstone.
See, the thing with the support role right now is that you don't always play a supportive champion, for good or bad. You only tend to play champions that work well with less amount of gold. Therefore, if you don't want to play Braum and Soraka when you get autofilled, you can play a mage support like Malzahar, Brand etc and be exactly as you would be mid lane, apart from farming.
As a sidenote, supportive champions are really fun. Sit back, heal everyone, shield everyone, save them with CC and in laning phase you can be AFK all you want at lower elo. It's really relaxing. I recently played Morgana. If I hit Q, awesome, free damage. If I don't, I'll just try to proc TLDs with W and then wait till my cooldowns come back up. No worries about farming or serious trading.