They are massively important no one down plays it, again those comments are a abit of a fallacy from whats actually being said. The point as I can see that is being said is they can't be the only thing that makes supporting a club create love and affection for that club, that would defy logic of why 90% of football fans round the world love the club they do and enjoy supporting them
I get slightly sick of this heightened idea in recent years that its impossible to take any joy out the club unless we are winning things. You only have to look at the mess of the communications from the supporters groups "don't buy merchandise, don't buy food and drink" GET FCUKED who is anyone to tell anyone how and whats important to them as a club.
I would much prefer to support the club I love than spend time sticking the boot in and crowing over Chelsea and others constantly like loads do, even some on here.