A perfect example comes in the form of Sugou Nobuyuki, the Arc Villain of the Fairy Dance arc.

In
contrast to Kayaba, it's clear that Sugou is not meant to be liked by anyone, not even in a Love to Hate
way. He goes out of his way to be as despicable as possible, being a Smug Snake, Dirty Coward, and
Corrupt Corporate Executive who has a long list of heinous deeds such as trapping 300 SAO survivors in
ALO to perform inhumane mind control experiments on them, abusing his admin privileges to wipe the
floor with Kirito, and going the extra mile to torment him by not only changing the Pain Absorber
settings to torture him, but molesting Asuna, tearing her clothes off, groping her, and licking her face all
right in front of Kirito. He definitely loses any audience sympathy when Kirito, with help from the spirit of
Kayaba, pulls off his Heroic Second Wind and subjects Sugou to a major Humiliation Conga, stripping him
of his admin privileges, turning off the Pain Absorber for Sugou, and proceeding to torture him before
brutally killing his in-game avatar to the point where Sugou is permanently injured in real-life. His
Humiliation Conga continues into the real world, where he attacks Kirito with a knife in revenge, only to
be overpowered, reduced to Inelegant Blubbering and pissing his pants, and turned over to the police.