This isn't true. Fans didn't suddenly changed. Fans have ditched Wrigley everytime the team sustained crappiness. They come back in droves when the team succeeds. The Cubs have been spending more than 80% of the teams in the league for over a decade. The myth of a complacent team with no incentive to win has no basis in reality. Not during the Sammy years, they didn't. Especially when you look at years like 1999 & 2004. of course during those 2 years they were also coming off a season where they made the playoffs. They reached 2 million for the first time in 1987. Record: 76-85 They maintained the 2 million mark all the way through their playoff year in '89 and up until 1992. Clearly no relation to playoff appearances. They reached 3 million in attendance for the first time in 2004. Then they maintained it throughout 2005 and 2006, despite, as goony said, "sustained crappiness." The idea that Cub fans leave when the team sucks is, quite simply, incorrect. The only thing that has helped change the paradigm is the World Series on the other side of town, and the resultant no-shows which appeared last year. For decades, Cub fans were known for not booing, and continuing to show up no matter what. This has changed.