The club want to be loved, the fans want to be...
Some of the fall out from the doc is interesting - I'm fairly sure the club want the doc to increase (positive) interest in us, even get people to follow us or sponsor us.
Whereas looking today the fact that (unsurprisingly) the doc has had a barrel of effs from opposition supporters means we as a fan base are now happy to be hated again and indeed revel in it.
Interesting dichotomy.