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I think some of the emotion is a bit like the gambling addiction feelings. We have a team which we support, we could just walk away now, but there's always that feeling that "my numbers might come up in the next draw, I best keep playing". So we do. And then when are numbers really do come up and we win something, "hooray for me, what a good decision it was to keep playing!"
Of course in football it's a lot more complicated, but I think that's the base emotion.
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