People don't hate Activision because they're number one. People hate Activision because they openly state goals to milk the consumer, abuse their franchises with frequent unnecessary sequels, they overcharge for practically everything, and their insistence at how great they are.
Everything they touch increases in price by 15-90% (depending on region), and then they charge for what could easily be free, which is enough to see them with a gold-encrusted greed filter.
Want to fight that image? Slow the hell down with the sequels and make sure when they do come out, they innovate beyond the previous one. Stop charging for map-packs. Stop marking up the prices for Australians. Stop marking up the prices for everyone else. Stop showing pride in milking people for their money. That'll stop you from doing worse, but you'll need some generous gesture to demonstrate you're not the greedy goliath you claim you're falsely accused of.
Whether or not the people are nice is irrelevant. You're a company. In the eyes of the people and the law, the company is it's own entity, and it's not doing a good job at making itself look good.