In my personal opinion, i neither think hes cool or have any hatred against him, rather I think him of as a character who Naruto has a responsibility to save. I started to like Itachi more when Tobi discussed to Sasuke about Itachi and his black past. Put any anime character like Sasuke in that position and they would be wanting to seek revenge unlike Naruto. And thus he seeks more power to destroy anyone whose in his way of his goal. I like Itachi more because he talks much less than Sasuke but he has more power and shows his words in action.