a) They tend to change depending on whose getting pushed and what fed they're being represented in, because this vastly effects the wrestlers ability to get over.
b) Most of the time the people watching I feel don't really know what's going on back stage. I hear so many marks talking like they personally know wrestlers in the WWE and TNA for example, when they don't.
c) Locker room rumours can often abound and unless we were there live, we don't really know what truely happened.
I personally think it's only cool to hate a wrestler personally after you've seen a long stretch of him or her being a genuine a-hole, both behind and in front of the curtain.