Generally refs should be slightly disliked by fans of both teams, at least long term. Winning has an impact. Losing team fans should always be unhappy, winning team fans should generally not be thrilled but not yelling. Sure, some people are able to be objective but it is pretty rare. Plus there seem to be rules:
1. Even up penalties. Looks fair even though it isn't.
2. Penalize the team with the lead, especially if the game is getting out of reach. Keep those viewers.
3. Penalize a team repeatedly if the coach yells too much.
4. If a team argues a type of penalties are not being called then only call those penalties on that team.
plus, possibly,
5. Help out those expansion teams and other teams without established fan bases (even at Toronto's expense, money talks louder than home towns).
6. Extra points for getting booed in French.