Kyle Busch is NASCAR's most hated driver. And he loves it.

Viciously booed during prerace introductions, Busch soaked up the venom by encouraging the crowd at Darlington Raceway at South Carolina to keep it coming. And when he heard a member of Dale Earnhardt Jr.'s crew jeer him as he passed by on the parade lap, Busch smugly flipped him the bird.

This kid doesn't need to be popular, not as long as he's winning races.

"I don't care. I'm here to race. I'm here to win," Busch said. "If I win, it just makes 'em more upset and crying on their way home."

Busch won his third Sprint Cup Series race of the season Saturday night, exactly one week after he alienated "Junior Nation" by wrecking Earnhardt as the two jockeyed for the lead three laps from the finish at Richmond, Va.

It led to severe fan backlash against Busch, which included a thunderous razzing when he appeared on stage with his mom in a prerace Mother's Day tribute. He sarcastically wiped a fake tear from his eye, then incited the crowd by cupping his ear and raising his arms as if to ask for more booing.

Busch is thriving as NASCAR's villain, which very well could be the role of his lifetime. Overshadowed for three seasons at Hendrick Motorsports by his successful and levelheaded teammates, he's having a breakthrough year with Joe Gibbs Racing. His new team loves everything about him, from his edgy personality to a newfound swagger and the aggressive driving style that's helped him to eight victories this season spanning NASCAR's top three series.

"I like the balance that he has. I don't have any problem with it," crew chief Steve Addington said. "He fits in with our race team and his personality fits with this race team. That's all that I'm worried about. I think that he fits in with the group of guys that's on this 18 car -- they are very passionate about what they do.

"He's the same way about his driving and wanting to win trophies."

Felipe Massa held off Lewis Hamilton to win his third consecutive Turkish Grand Prix in Istanbul yesterday and earn Ferrari's fourth consecutive Formula One victory.

Massa finished 3.779 seconds ahead of McLaren driver Hamilton on the 58 laps at Istanbul Speed Park to continue a trend of winning from pole position in Turkey. All four winners at the circuit have come from the pole.

Defending world champion Kimi Raikkonen finished 4.2 seconds back in third place as Hamilton denied Ferrari a third successive sweep of the top two positions.

Robert Kubica of BMW Sauber was fourth, ahead of teammate Nick Heidfeld.