Max has been quite open about not caring about the fans.
I don't think he's thought it through though. We all want to be loved. Sports fans have long memories, and Max's victory over Hamilton in 2021 still stings. It's entirely possible for Max to flip the script, but he hasn't made the effort. He continues to act like the fans are beneath him. He continues to act like he just needs to show up and do the bare minimum and get the hell out.
Hamilton, in contrast, understands that he is a 'brand', that he has to go out there in the world and spread good will. Maybe you think he's doing too many non racing things. Maybe he's too full of himself, but to me, he's willing to be part of the world. He's willing to use his platform to bring progress. He's willing to use his influence to entertain.
Max knows what he has to do, and he's not interested in doing it. That's fine, he can do as he wishes, he's earned that right.
Horner, as a CEO really should know he's stepped in it and has done nothing to fix it. Having your two key figures be controversial, know they're controversial, and refuse to do anything about it, you've got to expect problems.
This is a sport that has Briatore, who deserves to be booed as much as anyone in F1, knowing his place is out of the public eye, working his magic to help a team that he's clearly passionate about. He's not going to be in front of the microphones until he knows he can be there without being booed.