Belichick was always set up as the bad guy from day one.
Wasn't that a bit of a self-inflicted wound? At least, judging from his public persona?
Kind of. Jerry Glanville set himself up as a badguy. He created that persona. I think Bill just always maintained and presented a football-first mentality, and that was off-putting. Not to mention his total lack of fucks to give what others thought. He never really sought out that public image, but didn't run from it. Like all good coaches he certainly cultivated a business first attitude within the team, though, so from that standpoint it was by design. A lot of players really resented him. Plenty of others really appreciated his attitude, though.
And they ALL loved the rings.
I don't think it was really a "self-inflicted wound" in that way; I mean, it was by design, and it was his design, but I think he saw his peers - the Parcells, the Landry's, the Ditka's, the Cowher's - move out of coaching and it was understood that's one of the ways you won. In this 2024 hyper-sensitive, hyper-defensive mindset I don't think anyone - myself included - saw it backfiring in that way.
Personally? I think it's an American crime how Bill Belichick is being treated these last two years. He should be if not an American hero, at least a FOOTBALL hero, and that's not the case. I think it's a shame and a sad indictment on us and our society.