Anyway, the underlying principle is one of morals and ethics, in a sense. The sensations of hate, resentment, or disgust are the outward manifestation of a calculation to determine who to trust. Naturally, someone who repeatedly screws you for personal gain should not be trusted. The result is the feeling of hating them.
But it is not only about raw 'utility'. Someone who does annoying things (Medium), or demonstrating tremendous hubris or arrogance, or just does things that are or should be inappropriate, gets resented also. If you send me lots of unsolicited emails, I can find a way to explain why I hate you in terms of a utility calculation ("you are taking up space in my attention that I don't want to give you"), but that's just hand-waving -- I just hate you (to some mild degree) and I'm working backwards from that.
I still cannot forgive Micro$oft for their past behavior, even if they seem cool now.
For example I mostly hate Facebook for the choices they have made for years, and if I was ever going to stop hating them it would be after many years of sacrificial demonstration that they have a new philosophy in mind. Not unlike what it would take for a scumbag person to reverse my opinion of them -- candor and sacrifice, rather than nice words and promises.
It is not entirely impossible to stop being hated. Microsoft is occasionally managing it with VSCode and TypeScript, although I'd say I still 98% hate them; they have a lot to make up for, and Windows is still miserable garbage.
It is easy to become hated. Google is pulling it off remarkably. Making money is often easier if you do things people hate, although it's a short-term view -- it definitely increases short-term profitability and guarantees that in 20 years everyone will hate you and avoid you. But it's definitely economically rational for the company's employees, with their 2-10 year tenures and the metrics they have to hit.
Medium started as a breath of fresh air, and has become hated by being annoying. The point of switching from Medium is to screw over Medium, benefits be damned. If you're not factoring resentment into your utility calculation, of course this action won't make sense.