I don't understand people who still buy every shirt and obsessively watch every game but each to their own I guess.
Predominantly the younger fans who never experienced what football can actually be like. To them everything that represents the high point for the older fans is a set of pages in a history book. And that's how the likes of Kroenke can do it, just wait the longer term fans out. Literally wait until they die in some cases. That's why the 4th Place Trophy is so insidious, why favourably noting a 7th place finish is improvement on 8th - well it is, but both are shite finishes for those who know better. The younger generation doesn't know better, so Kroenke gets away with it. And it's not like we are talking ancient history - we've seen total transformation from eleven warriors to a bunch of pitter, patter fops in the relatively short time Kroenke has remotely owned the place.