That got him thinking about the formula itself. One element was partisanship, certainly, but another ingredient, he suspected, was loneliness â€“ like what he felt when he started Kos. It reminded him of how homesick he felt as a Chicago Cubs fan in the Bay Area. ~Ana Marie Cox, Wired
Of course Kos is a Cubs fan. Only a Cubs fan could create such organised whining. Cubs fans already have their own abundant need to whine about their long drought and the Curse. It makes the perfect introduction to the politics of irrational grievance.