The media builds this up to the point where a lot of fans are just turned off and root against it. Reminds me of Tebow, he wasn't a bad guy, but the incredible media hype on the kid was so over the top I ended up rooting against him just to shut up the talking heads.
While I've always hated Colorado, I had no ill will against Sanders or his kids or Hunter, but the ridiculous over hype that the media has done to all of them hopes they get smacked down. Colorado didn't deserve to be ranked, let alone some idiots actually thought they were a playoff contender. Same with Hunter and Shadildo, they are good players, but not Heisman candidates. Shadildo is probably the 5th best QB in that conference this year and I don't think Hunter is even a 2nd team all conference at WR, maybe at CB.
A little hype is good and breeds excitement, ridiculous over the top hype breeds hate.