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Why Root for Tiger?

Posted this on Twitter too, but I'm still confused:

Why the obsession with rooting for Tiger? Y.E. Yang is a huge underdog, and underdogs seem to get embraced in almost every situation, every sport. Is it just that Tiger's American? That he's popular? That he's made some clutch shots in the past?

I might skip the end of the PGA to go play pickup hoops, so I might be the wrong test case. But if I stay home to watch, I think I'm rooting for Yang.