I'd argue the use of political incorrectness in In Bruges and in Three Billboards is very different, and more problematic in the latter case. So I don't know that it is fair to say "now you hate him for what you loved him for before." It is probably a higher degree of difficulty to make a film that revels in political incorrectness work because a misstep in tone or in plotting makes everything crash down around it. Both the McDonaghs choose to engage with this challenge, as do people like Tarantino.