Bad guy appeal sells and has a definite effect on all things concerning the fighter including sales in ppv and the gate. Many of the overall numbers are purchased by people who want to him get shit kicked. Those are facts and they can be shown empirically going as far back as ancient Greece. How much does it have to do with the actual cash numbers I have no idea but I'd wager its significant.

The good guy also sells and one needs to look no further then Hatton. Andre Ward's good boy image on the other hand is over the top. I don't see him ever attaining Hattons type of popularity. Relying on these social media sites to gauge popularity is like using compubox to gauge a fight. I mean with Wards pedigree and accomplishments you would think his numbers would be through the roof in fight revenues. I do not like Ward and its a personality thing. He's a gifted fighter/technician but a part of me would like to see him cold cocked. Now again I will watch his fights anyway because of my love for the sport but I'm sure that a certain percentage of the casual and non boxing fans would pay to see him get decked. Dislike actually has an effect in sales for the exceptional good guy and the exceptional bad guy but admittedly more for the bad guy.