"But then there are good, smart, law-abiding people who still root for [Walter White], and I find that a very interesting sociological study"[1] - Vince Gilligan creator of Breaking Bad.
"Nevertheless, [Dan Harmon] and Roiland insist these people are a small subset. The worst of them—the ones who see Rick as a role model—are missing the point."[2] - On Dan Harmon's[Co-creator of Rick and Morty] view of Rickfandom.
"Tyler [Durden] has proven so perniciously stubborn as a hero of alienated young men."[3]
Generally, I see this aligned with Protagonist-centered Morality[4]. The way I discovered this phenomenon was repeatedly observing it in fan forums. I decided not to link to those because they are low signal to noise[5], but you're welcome and encouraged to seek them out. In revisiting them to refresh my memory, my present impression is:
1. Some people just like rooting for and sympathize with the main character above all else - no amount of atrocities can change that.
2. Some people just think the these characters are 'cool'.
Tony Soprano is an interesting case, because the creator was one of the die hard Tony fans, while much of the audience concluded that "He was a fucking murderer." I guess being in the creator seat doesn't magically bestow insight.
The Musk/Banks thing even gets a mention under MisaimedFandom.