If memory serves, the initial attitude towards Ubuntu was positive. It was an easy to install and use distro for non-systems type users and newbs. I think the hatred set in when they adopted Gnome 3, and later, systemd.
Actually, I believe it began with Unity. That was when Canonical began pushing unripe features faster than they themselves could manage them, and the number of downstream bugs gave rise to what Shuttleworth calls the 'hate'. It wasn't hate. It was a bunch of us who just got tired of being rejected out of hand, and who couldn't get mission-critical bugs fixed through normal channels:
Canonical have stopped listening and – more importantly – working with the community. The number of defects is growing, but Canonical’s response is to make it harder for mere mortals to submit bugs. They seem to think that strong guidance is needed for their product to grow in new and interesting ways. Fair enough, but they’re confusing leadership with control. They’re simply imposing their views because they don’t value the discussion. They’re treating criticism as opposition and shutting themselves off from valid feedback.
Full disclosure: I was completely wrong in my estimation that this behaviour was going to kill the company quickly. I was not completely wrong that it rendered them irrelevant to a lot of us.