The article has a clickbait title. No one even says "hated" in the body of the article. They talk about not recognizing the term.
"We called it heavy rock," recalls Iommi. "The term heavy metal came about from a journalist when I came back from America (in the 70s).
"He said 'you're playing heavy metal' and I said 'no, it's heavy rock - what's that?'"
"At first we didn't like being called heavy metal," admits Butler. "But everyone likes to put you into certain pigeon holes, so we sort of got used to it.
"And then instead of it being derogatory, it became a whole lifestyle."