I have also read articles of non-Miami supporters and non-Lebron fans who are wondering about why everyone seems so intent on having Lebron fail. This is my take on things.
1. Decision-Gate: This is what started the hate-wave. Until "The Decision", Lebron fans significantly outnumbered his haters. It was this act that first earned him the ire not only of Cleveland fans but those of the NBA as well. Some jumped on the bandwagon because their sense of decency was violated by what James did. While I cannot speak for all, I do agree with the feeling. I have no issue with the decision to leave Cleveland, as that is exactly what free agency is for. It is the manner by which he did it. It was as if the entire show was meant to mock the Cavaliers franchise and its fans. Had he called a simple press conference and shared that he was going to Miami for reasons of winning a title, things would have turned out very differently. He would still be criticized for his decision to leave rather than have a team built around him, but he would not be hated. Perhaps not even in Cleveland, and definitely not as much as he was after it. While you can blame media or James' advisers for it, he has to man up and take the blame because in the end it was his decision to go with it.
2. Miami Hype: Compounding the villainy that he gained with "The Decision", he increased the hatred against him with his "five-six-seven championships" comment in Miami. Granted this would not have sounded as bad had "The Decision" been a simple press conference, Lebron should have used this to mitigate the previous act rather than compound it.
3. Lequit: While I personally also had this impression before Cleveland's owner exploded it in the media, the issue of him quitting against Boston (rather than show he tried his best and unfortunately still came up short) would not have been magnified as much. It may still have come out in discussions on his being a great player but would not have been tainted by the hate that it comes with now.
4. Character Issues: Granted that the issues against him would not have been significant if he was (or maybe still is) a candidate for GOAT (Greatest Of All Time), it evolved from merely being a blemish on someone who was admittedly a good and potentially great player, to becoming the basis of characterizing him as a bad person and a player who can't win.
5. Acknowledge Mistakes: Throughout his career, I have noticed that Lebron is someone who can't accept that he did anything wrong. He has a tendency to immediately respond by justifying his actions and it is perhaps only after sound advice that he eventually understands the issue and says the right thing. But saying the right thing immediately after a crisis goes a long way further than saying it after saying something wrong first. Just to illustrate these incidents:
> Lebron initially justified not shaking hands with Orlando. While he may honestly believe what he says, a simple look back in history shows that NOBODY has done that except the Detroit Bad Boys, who thrived and in fact encouraged such an image. In their case, they wanted to be hated. Lebron does the same thing and then justifies why he did it before eventually accepting that it was wrong.
> After "The Decision", he simply should have apologized and admitted wrong doing. Doing so may have reduced the negative reaction.
> In the Finals series, he continued to insist he was doing ok when he was obviously not. Understandably, this may have been a team strategy to avoid showing the weakness. But in the eyes of the public, he again seemed to be consistent with his history of justifying what he obviously cannot justify. And as Dirk and the Mavs proved, there was nothing lost in crying for help as Dirk did after Game 3 when he said he needed help. And surprise-surprise, they went from being down 1-2 to 3 straight wins after he acknowledged and called out his teammates to help him.
> His comments after losing the Finals were also indicative of his pattern of self-justification and inability to accept responsibility for doing the wrong thing. He did not take responsibility that it was his "shrinking acts" in the series, particularly the fourth quarters, that were a big reason for the Heat's loss.
Ultimately I feel it is Lebron's lack of accountability or his being unable to accept accountability that works against him. He claims he doesn't care, but if so, why does he bother to try and project a good guy image? Others have embraced villainy in the past (i.e. Charles Barkley and his statements that athlets are not idols, Dennis Rodman, Detroit's Bad Boys) and have been hated less than him. I'd even venture as far as saying that if he did the same, he would be hated less than he is now.
In summary, Lebron is hated so much because he seems "fake". He talks self righteously then acts like an asshole. He justifies obviously wrong acts, then later on acknowledges them. He looks lost...like he is projecting an image then acting differently from it. He should take his cue from the Sprite ad and just be himself, whoever that really is.
