My great grandmother made some borscht that was excellent and very different, almost every commercial one I've tried I have disliked and hot > cold for me. So I can see how most people would dislike it.
My family was from an area that ate a lot of borscht. Even my mother knows how to make the stuff. I can't stand it. I don't like beets. On occasion, I can eat them when they are served with a salad, but that is all. I usually avoid them.