Firstly, Bruce died several years ago, so it's not like anybody is protesting outside his funeral now.
Secondly, nobody is saying that he was pure evil: just had certain unpleasant characteristics.
Thirdly, when you choose to associate yourself with something (incidentally very lucrative during your lifetime) in the media that you know is likely to endure after your death, I think you do keep open the connection whereby you 'live on' in the public eye and thus people will continue to appraise your work and behaviour as presented to them.
It's a privilege to be on TV and in millions of homes across the country; at least a lot of the celebs mentioned in this thread had/have the good sense to act nice when the camera is on, even if they're complete rotters in real life.