It is feeling/It feels really cold today.

[Yankee]

To sum up...
Both tenses [STRIKE]are[/STRIKE] can be used if you are talking about a negative situation. But the present simple suggests a fact while the continuous suggests a complaint. Not always. [STRIKE]As in[/STRIKE] ''You always complain'' [STRIKE]is a[/STRIKE] could be a fact and could be considered a criticism/complaint. ''You are always complaining'' is a complaint. So there is a difference. Not with the verb "complain".
If you are talking about a positive situation both tenses are still possible. ''You are always helping people'' and ''You always help''. No difference. OK.

First, as always, context rules. Second, verb connotation (implied meaning vs. literal meaning) is a major consideration. Some verbs inherently have a negative connotation and regardless of verb tense, the statement could be considered a criticism. Examples of some of those verbs are: denounce, annoy, disturb, quit, complain, refuse.