Is it possible Jeter has a lot to do with this? Let's face it...Jeter is a god in NY. First of all, if fans perceived ARod as a threat to Jeter when he arrived in NY (and he clearly would have been the better SS), fans are not going to react too kindly to him. As well, Jeter has always given the impression he doesn't like ARod. He's never come out and said anything derogatory, but you could tell, especially early on, that Jeter was trying to flex his muscles and let ARod know it was his clubhouse and his city.
I remember a play in '04 or '05 where someone popped a ball up to 3B. ARod didn't even have to move, he was camped right under it. All of a sudden, Jeter starts drifting all the way over from SS, calls it at the last minute, bumps into ARod and the ball drops. Ball hit ARod's glove so he gets the error, crowd boos, Jeter gives ARod a blatant nasty-*** look on the field.
I do find it incredibly ironic that ARod is seen as the self-serving one when everything Jeter does comes off as self-serving. Jeter is a phenomenal baseball player, but I will never see him as a selfless, "team" guy.