Iris, SM and Goh are all hated for the same reason: they don't respect Ash.

Be it for calling him a kid and beating him in battle, for making him look and act like a hyperactive kid, or for getting more attention and pokemon than him. Anything that makes precious Ash-boy not look like the ultra chad I envision him to be is bad.

I mean, how could I possibly accept seeing my two-decade-long self insert humiliated like that? No, no. The only ones allowed to do that are his rivals, because I know they'll get their comeuppance in the end and I'll be able to enjoy seeing their tears as Satobased humbles them down.

Ash deserves the utmost respect and I won't allow anyone (or anything) to make me- I mean, him, look bad in any possible way.

Pic related. This is what Ash should always be.