Again before you wolf lovers out there flame me I like wolves to. I just think wolves need some better informed friends.
Ecologists and wildlife biologists know that charismatic megafauna are the way to get people interested in environmental issues, and wolves are a near-perfect example. They're, smart, impressive-looking, have distinguishable personalities and a relatable social structure, all in addition to looking dog-like, which triggers all the kindred feelings humans have about dogs. There's also research that suggests taking care of an apex predator in an area will of necessity require caring for smaller, less photogenic parts of an ecosystem and is thus a more effective approach than piecemeal conservation of smaller species.
I admit I think wolves are awesome, but they also kill and eat large animals and people don't like to think about that. It's their raison d'etre, a fact that is conveniently romanticized out of existence. Most modern omnivorous Americans have never seen a cow being killed or butchered. We have a generation or more who have no idea how their meat ends up in the grocery store. It just sort of exists independent of the process it went through to get there. Likewise, I think for many wolf-lovers, wolves exist in a sort of bloodless, deathless vacuum where they can be free, majestic and represent the "spirit of the wild" or whatever, without the unpleasant-to-think-about killing that they do to survive. I'm not sure if that attitiude is changeable, honestly. At least not directly. It's part of a larger cultural problem.