I think it just speaks to popularity and what people generally think of someone who is seen as universally loved (even though that is rarely true). When someone is so pervasive in a culture, it's easy to get sick of them. I was sick of seeing Kevin Hart's unfunny ass and The Rock in every movie for what seemed like a 10 year period. I'm sick of most of the known political figures that exist in our society and I'm sure a ton of people are sick of seeing Taylor Swift on sunday's (especially considering they would likely be doing anything to avoid seeing her).
It's a testament to just how popular she is that seemingly everyone has taken a turn hating her. Hell, a lot of people were criticizing MJ in the early 2000's because of all of the weird things he did (his marriage, dangling kids over balconies, giving extremely weird interviews). Nevermind the fact that it was obvious that man was tortured as a child and never got to experience youth.
It's a tough sell.