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I had to read the headline at least six times before I figured out what it meant.

It’s a funny title. Both bonds and sports can be the verb. I’m assuming most people read the verb as Sports vs Bonds:

- Why Losing _Bonds_ Sports Fans: why when your team loses you strengthen your affiliations to your team. - Why Losing Bonds _Sports_ Fans: why throwing away good money on bonds is popular (I have no background to decide why bond investing in bonds might be a good or bad idea).

Your second version of it makes me think of WallStreetBets' "loss porn", where people are fans of others losing money.

And then there is/was Barry Bonds...

Ugh I read it so many times because of this. First read: bonds? Like banking bonds? Second time: oh, Barry bonds from the giants? I didn’t like him either. Third read: ohhh bonds as in brings them together.

“Losing brings sports fans together” ok that makes sense.

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