I too am tired of the Five Minutes Hate. Seems like every day there's another person, company, entity the news says I'm supposed to dread and boycott. United, American Airlines, Uber, Macys, Chick-fil-a, the list goes on.
I, for one, appreciate it. It's highly inconsistent, but it's one of the few ways that we can check the power of entities with vastly more resources than most of us will ever have.
One is that individual humans are being gradually edged out in favor of these composite entities, and this is our lame attempt to fight back.
The other is that bad treatment has always happened and companies are just not adjusting quickly enough to the new social media world. In olden times, companies knew not to piss off influential people, but had much more leeway with common riffraff. Now the common riffraff can be highly influential and companies haven't quite caught on to this yet.
I think/hope it's the second....