Loyalty, while desired, is a double-edged sword. It's an emotional experience. Therefore someone can feel that while they were loyal, that the other entity (person, company, whatever) may have been disloyal, even if they weren't.
That is, because it's very emotional positively, it can at times have a small nothing thing happen, and then it flips to a negative emotion, where someone might think they were betrayed when they weren't.
Again, it's complex, and it isn't always based on reason ... It's great when it's positive. When something causes it to flip, even misperception, then people feel needlessly hurt and it can become much ado about nothing.
Hmm. I might be rambling, as this is not easy to communicate, so I better stop.
