This happens often when a small business becomes successful, and grows to a large scale. In order to become larger and more successful, people get fired, and more experienced business people take their positions. Sundlin was fired, and replaced once the company started becoming enormous. Businesses exist mostly to make money. Sometimes, this means firing friends and family, and replacing small business owners and workers with an experienced CEO or similar executive. The goal is to make money for the business, not to treat peole nicely and fairly. Sounds like Sundlin didn't like the way he was fired, and how he was treated afterwards. Your more serious runners also don't often like the way this company treats them. Its a business, run by businessmen, who's #1 goal is to become rich, not necessarily to treat people nicely. This is where the hatred comes from. It happens often when small businesses go global.