I mean, it's a variety of reasons, not just the smugness, but I have no idea how you could see him as being anything other than smug. Like, he may be nice to fans, sure, but in basically ever post-match interview he's in where he lost the match, he's the least generous ever - the opponent always got a lucky shot, or it was on his racquet and he just had a bad day, or the other person just relied on their serve and that's not really tennis is at, etc. He's barely ever able to just say "yeah, they played better than me", even when it's completely and totally true. When he wins, he can be absolutely horrendous - the "15" monogram does come to mind, one of the most cuntish things I've ever seen someone do, plus the constant shade he throws at Murray and Djokovic especially, and Hewitt back in the day (as a big Hewitt fan, that's probably a large source of the dislike). I mean, okay, he may be totally non-smug in real life, you're right, but I don't really have much evidence to suppose otherwise and in the absence of that his interviews alone would be enough to put me off by a mile. I don't think it's particularly difficult to figure out why he's one of the few guys who doesn't have any close friends on the tour except maybe Stan, and even that's been tense lately.