It's helpful to define what "being late" means. My rule of thumb is 0-5 minutes late is "on time", 5-10 minutes late is "OK but not great", 10-15 minutes late is "somewhat rude" and 15+ minutes late is "very rude".
One thing that annoys me to no end: people who are very early. If I plan my schedule carefully around you being there at 2pm (or later) and you show up 20 minutes early, you are going to sit around for 20 minutes, and I'll feel like an asshole, even though it's your fault.
I tend to think that part of the etiquette for being early is that you make yourself scarce until just before the scheduled time. Ideally, you also make your presence knowable by the person you're meeting with, in case it actually would be convenient for them to see you early.
We all have our personality quirks and I'm old enough to not be ashamed of mine. I hate it when people get to things really early. My friends learn this about me, just as I learn their quirks.
One thing that annoys me to no end: people who are very early. If I plan my schedule carefully around you being there at 2pm (or later) and you show up 20 minutes early, you are going to sit around for 20 minutes, and I'll feel like an asshole, even though it's your fault.