why i don't like roger federer

I'm a huge tennis fan and while I typically like rooting for underdogs, I also appreciate someone with extraordinary talent that is virtually unbeatable. However, Roger Federer is one of the few top players in history that I've always disliked and there are a few simple reasons why:

• The guy has his own logo. He wears his own logo, whether it be a baseball cap, jacket, or pants. His family all wears baseball caps with his logo on them. To top it off, when he unwraps a new tennis racquet, it's in a clear plastic bag with the RF logo on it. It's hard to be more pretentious than to have your own logo.
  
• He does ads for Rolex, which reinforces the actually incorrect stereotype that tennis fans and players are a bunch of rich people with unlimited money to blow.
• The final reason came at the end of his recent Wimbledon victory, his 15th Grand Slam victory, a new all-time record. He was interviewed on court about how he felt about breaking the record, and he said that he doesn't pay attention to the records and it's all about tennis. Would be nice if that were true, but the interviewer made him turn around to reveal the '15' embroidered in gold on his RF-logo jacket that he pulled out of his bag after winning the match.

Tennis is a great game that is not wildly popular and I think part of the problem is that people see someone like Roger Federer and it reinforces their notion that tennis is a sport for trust fund babies who had personal trainers from age 3. The truth is that the top tennis players in the world come from a huge variety of countries and nationalities, and from a variety of economic backgrounds.