Take a look at the Southampton match thread, some seriously whiny shithouses on there, mostly yanks and plastic BegbieBit like the anti-bullying tactics at school?
...Nah, the reality is puny kid still get's ruffed up and goes home hungry.
Genuinely pleased for you if it doesn't get on your tits, but it's not merely social media... Press/TV, social media and face-to-face in actual life alike; probably ten-fold if you live in London... Bottom line it helps keep the meme alive.
Call me romantic, but I welcome the idea of places like this - i.e. amongst our own - and especially the terraces, being a bit of a shelter; rest-bite from shite like that. Sadly, there's approaching as much din and dirge amongst our own these days as there is 'outside'...