Kobe's perception on the court was that he was a self centered jerk in a lot of people's eyes (mine included.) He projected a clean cut image that didn't jibe with the Shaq feuding etc. Then the rape charge broke for those who didn't like him, it invalidated the off court image he had cultivated and validated their dislike for him.
Personally I've never liked Wade either. I also have no idea if he and his wife had "an agreement" or what allegations are true. But based on how the rape charges played out, it seems quite flimsy to call him the rapist.
At any rate, it seems like the best thing an NBA player can do is project, but not promote a clean cut image.