From the few times I've been around Couch, I just don't like the guy. I respect his skills, but will root against him whenever I can. I don't consider this a bad thing for the PBA either. I want different personalities, Heroes and Villains. NASCAR has probably done the best marketing job on their performers by creating rivalries. Jeff Gordon's fans adore him, while others call him gay.
I want to see Couch be as obnoxious as he can possibly be. Some will like him, while I will cheer for whomever he bowls against.