Other team's fans have gone from sympathizing with the T-Wolves KG, to hating KG - they see him as a loudmouth frontrunner who pretends to be tough. They think Perkins whines too much to the officials, and Pierce is a flopper. Even Rondo is seen as something of a thug for his fouls in the Chicago series last year (although he's seen more charitably, I think). And of course everybody knows Sheed won't shut up.
Of course - part of it is just that the Celtics are very verbal, very confident and have backed it up on the court.
It's not just the fans either. The Celtics are - bar none - the most loathed team within NBA circles. Other teams HATE the Celtics. Other players LOVED seeing Boston struggle this year.
Which is why the hate built up again quickly with the resurgence of the Celtics in the playoffs.
It'll be so satisfying if the C's can take care of business in the finals and give everyone a summer to loathe them all over again.