It was in between the period of Alvarez/Mayweather/Khabib really.If he just dipped out of the sport before the Khabib debacle, I think he would have been a little more adored/had a better brand. Most of the stuff until that specific rivalry was really funny trash talk and he always came out quite likeable after fights (win or lose).
Since that Khabib rivalry, he just went down a dark path.
By Khabib he'd lost the plot completely but even some of the Alvarez stuff was a bit weird. Mayweather it got cringing by the end but still had it's moments of being really funny. The first press conference where he said he didn't know it'd be a press conference etc was the highlight, after that it was slowly downhill.