Of course the "hate" is not justified for the simple fact that it is based merely on perception derived from a small sample of sound bytes from interviews etc.
Jones and Macdonald are not bad guys out of the octagon. Neither are Josh Koschek or Chael Sonnen or probably any other "villain" that fans might mention. I've met all 4 and they were all really down to earth guys.
Fans need to realize that seeing 0.01% of an athlete's life on tv doesn't mean you know them.
Especially when the sound bytes are coerced by asking the exact same provocative question 100 different ways.
Of course, no one is perfect. There are no doubt fighters who are a bit cocky and some will make business decisions that fans don't agree with.
That doesn't make them bad people or villains.