In a Juve from 1997 a player like Pepe would have been much more respected by the fans. There was enough quality and technique so hard workers like Pepe were complementing the team well and making it well balanced.
In a Juve from 2010, thirsty for quality and technique, a player like Pepe is just another one who lacks talent and he stands no chance to be held at the same regard as someone who has the technique.
Don't blame the average fan for that, blame the circumstances. In Sweden and Russia a darker tan can get you more ladies. In Iran being a blonde will make you more special. In this Juve of today an old, lazy but technical Camo will always be more special than Pepe.