And this is, I would argue, respect. Nobody cares what the Brewers do, or the Reds, or the Marlins. They can win all the championships they want, and I'll never care. But the Cubs cannot. The Cubs stand as opposition because they mean something. They are a signature MLB franchise, with fierce, loyal, dedicated fans. A study in L. Jon Wertheim's book "This is Your Brain on Sports" revealed that most rivalries are formed out of similarity: We despise most what is most like us. That you cheer against the Cardinals, and we cheer against you, is in a way the best gift we could give each other. Neither of us can be ignored.