What starts out as a family squabble about who is going to thanksgiving dinner turns into an observation about EVIL. Specifically, the reason the world doesn't hate Jesus' brothers, is because they ARE the world. If you are the world, to know Jesus is to hate Him, for Jesus calls out its EVIL. The world responds in hate.
In the context of the passage, being hated, especially as one stands against evil, is a good thing. May it be so for all of us.
Subscribe to stand against evil.
https://youtu.be/Vh3ql-P_qQ8