I hate the Red Sox. A lot. In fact, my one near-fight at a game was against a very plastic woman who kept yelling, "PAPI! PAPI" at Ortiz a few years back at Citizen's Bank Park.
That being said, they've been able to brainwash a LOT of casual fans into cheering for them and buying their merchandise, so I'm not surprised they're having commercial success at LFC.