As well as the fact that it takes mental energy, it is likely that some time ago, it was common for people bad at sport and other 'cool' things would choose chess as their hobby. Savants and people with certain types of asperges probably do well in chess as well. I would have thought that chess then got its reputation for being a nerdy passtime and people don't want to be associated with that kind of culture, even though chess isn't actually nerdy itself.
In my school, around 50% of the chess players are genetically defective which serves as support for my theory.
So which half of the kids are defective? The boys or the girls?

How does society hate the single most popular game of all time? More books have been written about chess than every sport combined. Around half the worlds population has at least dabbled in chess. I have no idea where this supposed hatred idea comes from.
The fact that more books have been written about chess doesn't make your premise of chess being the most popular game of all time true. It is not really the most popular game of all time. I am not meaning to say chess is trash; you actually only need to start a research on it and you'll discover that.
But one thing I do agree with is that society doesn't actually hate chess either.
I should have added that over 500 million people in the world have had some experience with chess and that definitely makes it the most played game of all time if not the most popular.