Sports fandom is completely irrational. And to an extent, so are the athletes and sports personnel themselves.
I can't say much about the "history" of hockey since I'm a relatively new fan but in soccer it is very common for fanbases and the media to single out certain players and teams as particualrly dirty, diving, cheating, etc. while others remain in good graces for a long time. Of course players and coaches try to stir trouble themselves all the time, either in response to the irrationality surrounding them or simply as a way to reassure themselves of their own superiority.
It hasn't changed ever since I was born; the only difference being that with the internet, the "cycle of stupidity" runs much faster and reaches a lot more people.
Hockey seems to be ran the same way but at least players and fans of teams on the hot seat are safe. Back in the home country the stupidity can be translated into very physical terms.
So I'd rather not care about my team being a heel or someone else's being a face. Not only it will change at some point, but ultimately I'm in only for the entertainment. Even if I were a player I'd acknowledge that people like to get worked over small things and brush it off. I'd only be concerned if I were in charge of PR for an NHL team.
/rant
cliffs:
-haters gonna hate
-embrace the hate
-laugh when the Canucks inevitably win the Cup
This made my damn day. Well done sir. 
We need this spreading via the twitters.
