In some cases, I would say its a case of 'I hate what I can't understand.' If they find the book too long and too hard going, and don't come to appreciate the full depth and richness of the story etc, a sad instinct in people is to say they hate it.
Or else they have it typecast as a book only read by weirdos who can't handle real life. (yes I've actually heard a friend say that!).
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