There are many other things that people get into now, I work with guys who climb mountains, guys who paraglide in their spare time, guys who get involved in cycling events and guys who are much more into martial arts than football, having conversations with them it becomes fairly obvious that they couldn't give a toss about football, interestingly enough several have told me they wouldn't go or take their kids due to the soccer violence and foul and abusive language their young kids would be exposed to, these kids are supposed to be the fans of the future, add the pricing of games in the EPL and its no surprise to me why many avoid it.