Kevin Durant has undergone a summer's worth of online media hate — tweets, comments, headlines and TV personalities taking deliberate shots at his persona — but yet he's still sitting pretty, his team 16-2 on the season with an NBA-best 12-game winning streak to boot.

If there's something he's learned over the process is that people will talk regardless and opinions won't be changed because of what he says or does.

“It is what it is, but I tell you one thing, all that stuff stays (online). Nobody's ever coming to me in my face and saying none of that,” Durant told ESPN's Chris Haynes. “It's jokes. Everybody is just waiting for it. If you really didn't care (what I say), you wouldn't even follow my tweets. So obviously you care about something. But what, I'm going to get mad at that? Hell nah.”

Durant's perception has shifted toward the dark side after his unexpected move to join the Golden State Warriors in free agency. His abrupt relationship with Russell Westbrook has added wood to the flame and given the media another storyline to get a hold of throughout the season. NBA fans have clung to the need of picking a side, either a Warriors bandwagon fan or a KD hater, neither of them being an actual purposeful side to pick, not even for the sake of healthy banter.

“That's what kind of makes their day,” Durant said. “Just being like, ‘Oh, I talked to one of my favorite basketball players (on social media). Even though I hate him, but he's still one of my favorites. I talked to a celebrity I really like but everybody else hates him, so I'm going to join in on the party.'

“Everybody's jumping on the waves. That's just how it is.”