The 2010 contract lark definitely soured many United fans on Rooney. I think fans would be a little easier on him just now if that never happened. Even before the last year or so of poor form, Rooney would be the first one to buck the blame if he or the team played poorly. I often thought a lot of fans were a little too harsh on him, even during the season when City won the league and he scored 36 goals.
Prior to 2010, he was often afforded a little more lenience from fans, because of how good we knew he was. Before the contract ordeal, he did seem to be quite vocal on his love for the club. He used to kiss the badge (yuck), and spoke very highly of the club as being the biggest/best in the world. He was definitely doing what the fans wanted, which made him a favourite, as well as his determination on the pitch. Post-2010, as the article suggests, Rooney has been purely business.
Rooney probably could have become a fan-favourite again had he done the usual posturing that he did pre-2010. His communication is often a little cold and limited. He's not really doing anything that can make fans want to love him. A number of our players are active on social media and are giving it the whole "c'mon United!" or "#GGMU" or whatever. I think little stuff like that helps build a bond with fans. De Gea has managed to get himself back on the fans side by using it effectively. Schweinsteiger has slotted right in to that as well, despite him looking like he'd be a lifer at Bayern. He talks about United like he's been here all his life. Rooney seems a little distant from the fans compared to a lot of the squad, so even when he plays well, I think fans struggle to feel a great affection for him, unless he really does blow the opposition away single handed. The last time he did anything like that was probably the overhead kick in the derby.
He is a United legend. He's won almost everything here, and scored an incredible amount of goals. But the 2010 ordeal seems to act as a divider between the two different Wayne Rooneys we've seen wear the United shirt. Both have been great, but one has been much less affectionate than the other. I never really stopped liking him, and the only issue I have with him is his form this season, but I don't think it is surprising that he's not a fan favourite. Fan favourites are not always the best players, but the ones who seem to have a great bond with the club and the supporters. Rooney doesn't, IMO.