Colin Murray had an interesting point on the end of last weekend's fighting talk podcast where he highlighted that a lot of the 'bigger' clubs - in European competitions especially - are pushing the proper fans to areas behind the goals to create an atmosphere which is in itself marketed to the corporates along the sides of the stadium. It's only anecdotal but he highlighted that, in a few seasons of travelling to stadiums working for TV the only places he hasn't felt this is the case (i.e. full support from 'proper' fans throughout the stadium) has been at Dortmund and, to a slightly lesser extent, the new Juve stadium (and this is from a Liverpool fan - he didn't mention Anfield). The main aim of his point was that he is somewhat uneasy that clubs are marketing their fans - who have to pay to show up - almost as much as the actual team.
He also said, on Saturday morning: "Liverpool will win 4-0, you heard it here first" which is a hell of a call!
I don't really bother with football any more and whilst I have an allegiance to Man City (started following due to family links when we were in League 2, whilst in schools full of utd fans) I'm more interested in following cycling, athletics and a bit of winter sports - in which I hold little allegiance (and am moderately skeptical of what I see)