Binance's popularity as the world's largest crypto market attracts a lot of people, even to people in restricted areas to access cryptocurrencies, i think thats why Binance is so much sought after and hated.
But I think that Binance is hated for their recent changes in politics and all that "attack" from government and financial institutions.
Previously for a regular trader, trading limit of 2BTC/daily without passing KYC was more than enough. Now, after they reduced that to 0.06 BTC, start to force passing KYC or bribe (this week they give $500 voucher if a freshly registered users passes KYC). Also all that restrictions to use Binance in particular countries and Binance doing nothing against it. This all looks like they try hard to keep user funds on exchange, while risking their reputation. And we all know how such things might end. You have funds on exchange, and exchange is locked for unknow period.