How do these Naruto shipping wars started?

I remember just liking a couple for who it was. Now it NS fans bashing Hinata when there reasons are just to make her look bad or her moments with Naruto arent actually moment. And with NH fans doing the same thing. And ppl saying it was all fanservice, when it was actually stated in the book, or even cover was just fanservice too. Or make up excuse to make their couple seem better It's seems to me that now ppl care more concern about proving who's right, rather than just enjoying the series. But what lead this on, and please not hating.