Those people are opinion formers, though and where they lead today the herd follows.
They start bigging Liverpool up in that fashion and the obvious bollox contained within articles like that become accepted truths among the wider, non esoteric populace.
It was one such fellow, Nick Hornby, whom is credited with creating the atmosphere which saw soccer in England leaving its traditional "blue collar (to borrow a phrase from the piece)" fanbase to becoming the sport of the self proclaimed avant garde breed of fan who wanted going the match to be akin to going to the theatre when his book, excellent read it must be said, Fever Pitch was published circa 1990.
The result was that Arsenal, previously regarded as a dour, efficient type of team became very fashionable in the early to mid 90s.
They had the great good fortune to appoint Arsene Wenger as manager and they were able to morph into the image Hornby had created for them......but the template for all that happened in the Wenger years was fashioned by the romanticism of Hornby's tome.
The long term effect of this, of course, has been the game becoming infected with PC gauleiters like David Baddiel taking it upon themselves to tell football fans what they may or may not chant at games.
And the traditional "blue collar" fan is being priced out the game.