Just think of most of the the stuff said to Chelsea fans these days, and that;s about it.
"Bandwagon jumper"
"New money"
"Buying your success"
etc
etc
This, despite Chelsea having won nothing of note (CWC notwithstanding... it actually meant something back then). I mean it's all normal footy banter, but they would drone on and on and on and on about it whenever footy was brought up. My mate (who actually got me supporting footy) and I could never talk about actual football without some bloody Liverpool supporter snidly making some stupid comment about Chelsea. Of course there was a bit of banter from all supporters, but those Liverpool lads just rubbed everyone the wrong way. I mean, I had better footy conversation with Man Utd supporters and Arsenal supporters than with those Liverpool gits who just kept trolling everyone. Gits.
EDIT: It was hardly ever ad hominem, sorry if it originally sounded that way. Though some of it was, but I gave as good as I got.
EDIT2: In short, they were the Cantera's of the school yard. Only thing is... they didn't have a treble winning squad backing their bull****. I understood the United supporters being all high and mighty after winning the treble, but they calmed down after a few months. These people were like ****ing motormouths.