To be honest I think Hamilton is a douche but there's plenty of that around the racing world.
There's something anomalous about Hamilton. I struggle to warm to him and yet he genuinely does seem to enjoy interacting with the fans which is something I always like to see. Plus no-one can deny that he's a fantastic and exciting driver.
I think the problem, for me anyway, is that I struggle to mesh his two sides together. On one side he's always been a champion of the F1 fan but on the other he's someone who constantly posts photos about his private jet, latest party with the A list or his Monster Energy Drink sponsorship etc.
For me it relates back to Roy Keane at Man U going on about the 'prawn sandwich brigade' taking over the terraces when it was players like himself with salaries north of £50k (a lot at the time) that were pricing out the working class supporters. It's hard for the common man to hear a multi-millionaire who flies everywhere on his own jet talk about how much he relates to him.
Ironically I think he'd probably be perceived better by more people if he was less open with his private life. As much of a [insert offensive statement] as Vettel can be, any hostility is based purely on him as a racer, rather than his private life.
However, at the same time I think Hamilton is right in that it would be better if Liberty took social media in F1 more seriously. I think it's just a case of trying to find the balance between showing just enough from behind the curtain to keep people interested in the drivers without building resentment to the lives a lot of them enjoy showing to people.