The purity of hate?

I was doing a lecture today on contextualisation, and got to thinking about all those books and comments that shape your thinking. There are those big things with well thought out reason, justification, rooted in practice. Then there is a throw away comment that gets under your skin. I recently heard someone say they hated arsenal with a pure hatred. It has been rattling around in my head and not sure if it possible to hate with a pure hatred, or actually you can some things, or even whether hate is the right word? Suffice it say no resolutions just more questions.