Don't you just love the way they totally forget the reasons why our hatred/intense dislike of them began ?
Most of the way through our history together there has been big rivalry but in the main, not daft stuff. Good banter etc but that changed with the skinhead era of late 60s/early 70s, and things turned nasty.
In the 70s there was very little chanting about them. It was virtually all Safc songs.
Then came the 80s. After taking a few seasons to get back to div 1 to resume the rivalry, the mag daft lads put on a show in the FE and then the lowest point in 87, when 300 came thru to dance on our graves v Gillingham. Without doubt, that inflamed the rivalry on our side.
The early/ mid 90s saw their rebirth under Hall and as we sank to new depths of mediocrity, they had their best period since the three cup wins of the 50s decade(but still won nowt). And boy oh boy, did they laud it. Remember the " Sunderland aren't our true rivals anymore, man utd are" claim in the Sunday Sun ??
'Let's all laugh at safc' mag fanzines when we went down in 03 and 06, relegation party in 97, loads of references to us about our lack of Euro involvement etc etc.
The mags can dish it out but can't take it. A massive amount are truly cretinous, obnoxious, arrogant, deluded human beings with very very selective memories.
The shit being dished out is no more than they deserve.