"Obviously, the heart and soul of baseball is nothing if not tradition but with White Sox fans, tradition is taken to a whole other, idiosyncratic White Sox-ian level. So the agency team came up with a creative insight and platform for the 2009 season-'traditions don't have to be traditional' celebrating the uniqueness of White Sox fandom. And if I were to actually utter the word 'idiosyncratic' out loud on the South Side of Chicago, I would get punched. Hard."
