Over the last few weeks Seth Rollins has been pretty outspoken when it comes to defending his brand, and he’s made it clear that he waves the WWE flag with pride.

The former WWE Universal Champion was recently asked by Yahoo Sports about people thinking it’s “cool” to hate WWE, and he noted that he just wants people to understand and appreciate the things that WWE Superstars go through.

“We’re the New York Yankees. It’s easy to hate the New England Patriots. We’re those teams, we’re the dynasty. It’s easy to hate us, but we’re still the most popular company in the world at what we do. We’re so far beyond being a wrestling company that it’s very easy to point the finger and hate on us. That’s the cool thing to do, it makes perfect sense to me, it’s how it’s always been in sports and entertainment, you always hate the big guy. It’s fine, I’m not upset about it at all.

I just want people to understand and appreciate the things we go through and the fact that we’re always trying to do our best. Nobody is taking it easy, nobody is just getting by. Everybody from top to bottom, every department in the entire company is putting in as much work as they possibly can to make this the best.”

Rollins recently dropped the Universal Title to Brock Lesnar at Extreme Rules after Brock cashed in his Money in the Bank briefcase, but he will be challenging The Beast for the belt at SummerSlam next month.