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What strikes me as interesting is a persistent theme in your essay - namely that one should evaluate their reasons for selecting a team. This is particularly apparent in your consideration of teams as brands, which can be chosen based on their fit, much as we might choose a clothing style that fits our personality.
At first glance, this attitude seems above reproach. After all, applying our faculties for critical thinking and reasoned appraisal of the evidence seems to be crucial for any decision we make. Why should some decisions be exempt? If our prime criteria is to maximize the thrill of victory, we might select a different team as each season progresses, or if our criteria was identifying a team that ran itself ethically, we might change less often. Your discussion follows some of the reasons and ways we might go about looking at the issue in this way.
I think this is crucial at an early point in your article, when you are considering the nature of loyalty. You identify it as an emotional state, but then go on to suggest that one should have a reasoned foundation for this emotional state - such as a connection to the ethos of the club. For most of us in "Negativity FC" (and I would consider myself one of them, though without any vitirol!), supporting a sports team is not a matter of reasoned support.
Indeed, I think most of the reasons we pick sports teams to begin with are utterly irrational. Most of the teams I support are simply teams my father supports, that I grew up favoring. Sports teams are picked up at a young age, and I would suspect it is rare when someone approaches it with the rational mindset. These connections are then built up over time, as we watch our team win, lose and draw.
As a result, I don't think the ethos of the club is particularly relevant to the developed bonds. Instead, we are developing kinship bonds, or tribal identification bonds. We become part of a community, and our loyalty is just as much to that group as it is to the team. After all, we are dealing with a fairly abstract concept here when we talk about a team. At this level of abstraction, teams do not have an ethos. The ethos only gets involved once a team has particular personnel (players to owners). The loyalty condition becomes (almost) indefeasible.
I think this is a fair (but stunningly brief, but alas) description of why switching teams does not seem like an option for most people. I often wonder what it would take for me to stop rooting for any of my teams in the various sports I patronize, and I've never figured it out.
I'd also like to suggest that this is acceptable as well. I indicated earlier that we generally prioritize rational inquiry. As an academic, that's essentially what I do! Yet, when speaking about sports teams, there are no stakes. There are no broader social consequences of being an Arsenal fan, or a Hull City fan, or whatever. There is no "right" choice, and the use of rational means to determine the right team are a bit misleading. Instead of tracking truth or rightness, instead one is merely prioritizing a different value in team selection, one that is not objective.
Thus, when it comes to team selection, I don't think either model is subject to criticism.
Why didn't you support Boro a decade ago? Presmuably because they were shelling out a ton of money for Ravanelli, Emerson, Barmby, Juninho, etc. rather than relying on a top notch youth policy?
Supporting a local team, or a team with familial connections, solves this conundrum as you are stuck with them no matter what happens.
If that's not possible (I assume you are American - you didn't link to your original post, so I am guessing), my advice would be to be as impartial as possible, rooting for the underdogs and/or those teams and players that play the most attractive football. Much like my experience, as an Englishman, watching Euro 08! Or watching the Spanish and Italian leagues.
I think people more so have a problem with the way your new club was chosen, but, hell, it made for interesting journalism!
Today we measure our club's success on how far we can take the adventure away from the old days. Hopefully we will survive, the whole city loves football and rugby. It's so important for working class towns and cities to taste life in the upper tiers every now and then!
By the way, Dean Windass is the city hero!