I think it is a media-created phenomenon more than anything else. They love to build up and then tear down. They also like ratings. Ratings can come from adulation or from hate. I'm sure they were loving last year's SB as the word started getting out that NE was getting drilled by the Falcons, and the Pat haters tuned in to see it. Of course, they were disappointed in the end, but they probably also stuck around to see it. Same for the CFP game with Bama and UGA. If Bama had been up 13-0 at the half, ratings would have dropped like a stone as everyone expected a Bama rout. Instead, ratings were high, with Bama fans hanging on for dear life and the rest of the country hoping to see a Bama loss. It's all about business with these people, and like it or not, they influence opinion.