I like this. Have some pride even if it's contrived. I like his South Side talk too, I get the impression that he thinks about a baseball team's civic identity, what it might mean to the local community, and I'd support efforts to market the Sox as a neighborhood team rather than as a national or international brand. It might have the effect of international marketing anyway, a South Side Chicago team is objectively cool and everybody should want to imitate it. We have a global identity. I went to China once and met a woman who was obsessed with Lil Durk and less notable Chicago rappers, the South Side exists even in the Eastern imagination. We don't need another documentary about the hat, we need local initiatives. We already had a shooterz night which is a step in a direction, but I'm probably not the guy to ask about marketing.