Aye, it's an OF problem that has been there for years and years so why the urgency to eradicate it now? The only thing I can think of is that because of more live games, annonymous internet postings available for all to read world wide etc, certain politicians are shiting it over how we look to the rest of the world.
The fact is when it comes to anything that is so ingrained, if it's what you honestly believe then these things won't change. Getting through to people who hate something for hate's sake or because it's bordering on family tradition, is nigh on impossible. A far better use of time and resources would be to attempt to improve the country's relationship with drink, as that's when a lot of these issues arise - a prime example of this being the domestic abuse stat after OF games... people aren't abusing their partners because they support Celtic or Rangers, they're doing it because they have a chronic relationship with drink.