LeBron fucked himself with The Decision. He let "Yes" men influence one of the biggest decisions of his life. James and his team handled the Summer of LeBron so bad he managed to ruin his image in one fell swoop. The newly-formed Heat loss to the veteran Dallas Mavericks and fans loved every second of it.
Until last season, James tried too hard to get people to like him and in turn made people hate him. After finally getting his ring, LeBron has been restoring his image one dominating performance at a time. He's still hated because he and his cohorts changed the landscape of the NBA for years to come. Oh, and don't forget the flops!