It made me want to puke when it first came out. I even sent an angry e-mail to the marketing company (Atlanta's BlueSky Media). Now I think there's something wonderful about it because they've done it so thoroughly. No holding back. When one goes to Philips it IS Blueland...you feel like you're part of a club, that you're in on a big inside joke - and it appeals to the somewhat punky idea of being a hockey diehard in the balmy city Sherman burned to the ground. The ushers all wear Blueland scarfs, fans wave giantic Blueland flags, the announcer welcomes us to Blueland, and all the video promotions are geared to that vision of Atlanta caught in a freakish blizzard (very Echo & the Bunnymen "Porcupine" era art direction). The fact that the rest of the NHL thinks we're goons only helps.
Finally having a decent team helps the enthusiam too.