The mackems can't help it with regards starting new threads, it's ingrained into their psyche.
They're used to being the downtrodden neighbour of Newcastle, not getting any attention, that they have to scream from the rooftops to get noticed even down to individual users. This is also a reason why if you ever encounter one of them they're generally loudmouths with an inferiority complex.
This why every single mention of Sunderland in the media (particularly bad) is magnified on there and there is a massive outcry if they are put in a bad light.
They crave anything that will give them any credibility to put them even near Newcastle.