The truth is people talk about Keane, Ferdinand & Ronaldo and how their actions were at least as bad (if not worse) and how Rooney gets unfair stick. Surely everyone realises though that affection for players is a combination of their character and their performances on the pitch. Keane held us to ransom for his contract, but went on to be (or continued to be) one of the best midfielders in the world for 4-5 years afterwards and earned that contract ten-fold. Ronaldo flirted with Real Madrid regularly but was consistently one of (if not the) best players in the world for the duration. Ferdinand likewise put in performances that were more than in-keeping with his bump in salary as a result of his meeting with Kenyon.
Rooney's initial transfer request in 2010 left a bitter taste firstly because of the ridiculous opportunism; he'd just had his best season in a United shirt and we'd just lost Ronaldo/Tevez. His comments were also very disrespectful to the rest of the squad (it's one thing some random keyboard warrior complaining about our transfer business, but one of our players doing so is unacceptable). However all would have been forgotten within a few years if he continued to perform as he had 09/10; unfortunately for the following 3 years he was very inconsistent, having one great season and 2 average ones by the expectations he had pinned his mast to (by criticising the rest of the squad). These inconsistent performances culminated in him being moved around the pitch and occasionally being dropped or taken off early in matches. Rooney's subsequent transfer request and large pay rise in 2013 have been followed by 3 seasons of abject mediocrity. His performances on the pitch have been at a level for the 3 years since that overall would be hard to justify for a player on half his salary.
So it's quite simple. When you kick up a fuss, criticise your teammates, criticise the manager and strategy of the club and demand a huge contract making you among the best paid players on the planet... To not have this held against you, your performances on the pitch have to match your rhetoric. If Rooney had performed for the last 6 seasons as he did 09/10 this thread wouldn't exist.
When your actions purport you to be among the best few players in the world, the following is nowhere near good enough:
Ballon d'Or
2012 - 15th
2013 - Not nominated
2014 - Not nominated
2015 - Not nominated
2016 - Not nominated