Except for the younger generation, it absolutely is.
It's fascinating to talk to kids about how they consume sports. I had breakfast this week with family and my cousin, who is 7, is a fan of basically every AL East team as they live outside of Boston. His favorite team right now is the Blue Jays because of Vlad and Bo Bichette. He watches the game recaps on YouTube every morning. I've got two cousins on the other side of my family who are 10 and 12 and they root for Golden State, the Mavs, and the Suns because of Steph, Luka and Devin Booker. And I've heard that from multiple parents, that with kids having access to YouTube at an early age, they aren't "trapped" by just having to root for the team in the city they live in. They like watching stars, like they watching fun, entertaining games. And maybe that's the way to do it.
Additionally, one of the main reasons why the Cubs and Braves became incredibly popular was their accessibility. People across the country could consume those teams on WGN and TBS. In 2022, you can basically consume everything you want from your phone. As time goes on, teams are going to have to not only produce winners, but players people want to see. A team like the White Sox has relied on fans like us being "born into" Sox fandom and knowing they have their hooks locked in, but I don't think that's going to continue with new generations of fans.