Some writers might want to explore a different side of Naruto. Maybe they are tired of the same old positive - friendship - based stories and want to create a more edgy or dark take. They could be exploring what would happen if Naruto had a falling out with his friends due to some external factor like a power struggle or a betrayal that he wrongly perceives.
There could be several reasons. One is that the writer wants to create a unique and unexpected story. By making Naruto hate his friends, it flips the usual narrative on its head. Another reason could be to explore themes of loss, redemption, or the fragility of relationships. It might also be a way for the writer to comment on how far a character can be pushed before they break their normal bonds. For example, if Naruto lost too many battles and blamed his friends for not being strong enough to support him, it could lead to this kind of scenario in fanfiction.
It could be that the 'mother love' in the fanfiction goes against Naruto's own ideals or his perception of family. Naruto grew up without his parents, and if the fanfiction presents a mother love that is forced or not in tune with his experiences, he might hate it. He has his own understanding of love and family through his friends and the village, and this fanfiction concept could be a jarring deviation from that.
Perhaps in the fanfic, there is a prophecy that says Naruto's friends will be the cause of his downfall. So, Naruto, fearing for his future and the safety of the village, starts to distance himself from them and eventually hates them. Or maybe his friends accidentally cause the death of someone Naruto loves dearly, which makes him unable to forgive them.
Maybe in the fanfiction, his friends keep getting in the way of his goals. For example, if Ash is really focused on becoming a Pokémon master and his friends are constantly causing distractions or making him take detours from his training and battles.
One possible reason could be that Naruto might feel overshadowed by the Konoha 12. They all have their own unique skills and family backgrounds. For example, Sasuke is always seen as a prodigy. Naruto, who grew up lonely, could feel a sense of envy or resentment towards them which might be explored in the fanfiction. Also, the Konoha 12 might have some unspoken rules or a clique - like environment that Naruto doesn't fit into, making him develop negative feelings in the context of the fanfiction.
The story could develop with Naruto leaving Konoha to find his own path. He might seek out other ninja villages or hidden places to train and become stronger on his own terms, away from the place and the family ties that he resents.
One possible reason could be that in some fanfiction, Naruto might be written to hate them because of their early treatment of him. Sakura was often dismissive of Naruto in the beginning, and Ino was more focused on Sasuke too. So in a different narrative, Naruto could hold grudges against them for not seeing his worth initially.
Well, in some fanfictions, the idea of Naruto hating Kushina might be a very dark and twisted take. Maybe the author wants to explore extreme emotional scenarios. As for Naruto loving in this context, it could be about different kinds of love - like platonic love for his friends or a romantic love for a character. Fanfiction often takes liberties with the original story's relationships.
His friends like Shikamaru would likely find the whole situation tiresome at first. He'd be thinking 'What a drag, now we have to deal with Naruto and his pacifier.' But then he might start to see the humor in it and use it as a way to tease Naruto in a friendly way. Choji would probably be more sympathetic and offer Naruto some snacks to go with his pacifier, seeing it as something that makes Naruto a bit more vulnerable and in need of comfort.
His friends' reactions would be intense. Kakashi, as Naruto's teacher, would feel responsible. He would gather as much information as he could about the kidnapping. His friends from Team 7 and the other ninja in the village would band together. They would know that Naruto is strong, but also that the Kyuubi is a powerful and dangerous force. They would not rest until they found Naruto. Some might be angry at the Kyuubi, while others would be more focused on just getting Naruto back safely. They might also try to find ways to communicate with the Kyuubi, if possible, to negotiate for Naruto's release.
One possible reason could be for the sake of creating a more complex love triangle in fanfiction. Maybe the writer wants to explore a different dynamic where Naruto and Hinata's relationship is strengthened by having a common dislike for Sakura. It could also be that the fanfiction writer is trying to give Hinata more agency and make her a stronger character by having her oppose Sakura in some way, perhaps in matters related to Naruto's affections.