The feud between the Canucks and Bure was not drummed up or enhanced by the media. It was real, and began before Bure ever played his first game in Vancouver. Bure has pointed to the things that rubbed him the wrong way, most of which seem legitimate. The Canucks on the other hand were seemingly untrusting of Bure and trying to keep him under their thumb. Some of their ploys were pretty low. In the end, probably both sides at fault. Just a bad, untrusting relationship. Smyl, Linden and Naslund all had very loyal ties to the organization. Whether their jerseys are up there rightly or not is a matter of opinion. Bure first asked to be traded out of Vancouver in 1993; I'm not sure that is exactly the kind of company dedication worthy of having his number go up. And again, for me, that does nothing to denigrate what he was on the ice, which was pretty damn special.
The Chain Of Command is the chain I am going to beat you with until you understand that I am in charge.