The iconic I “Love” NY campaign is one of the most successful, image-changing advertising campaigns ever. But sometimes the hype doesn’t necessarily match up with reality. Such is the case with the mortgage business in the Empire State. Lenders there, if they aren’t ignoring New York all together, are more likely to have an “I Hate NY” snow globe on the desk. “New York is the most difficult state on the planet to do business in,” said Steven A. Milner, 73, founder and CEO of U.S. Mortgage Corp. and president of the New York Mortgage Bankers Association.