I think it was earlier on than that.
He started kicking stones when NSW selectors kept overlooking him. His displeasure became public through social media and fans hammered him online causing him to respond with the infamous A and B defenders post to try and explain why so many tries are scored on his side of the field. He lost his position as a member of our leadership group due to ill discipline (turning up hungover to training). He also was overlooked as a co captain when we had 5 of them, despite being one of our most experienced and high profile players. This all combined to affect his on field performances and further fuel dislike for him amongst the fan base, which in turn grew his chip ever larger.
All of this occurred before he was loaned to Melbourne.
Not saying the loan didn’t escalate things, but it was more the icing on the cake.