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I guess it's like any sport (or "sport") you're not familiar with. I like soccer and football but it took a lot of help from fans before I understood what was cool about each one. Still working on baseball... I get it now, but I still think it's too mechanical to be interesting if neither Bay Area team is playing.
I can appreciate NASCAR inasmuch as I appreciate racing, but I can't think of any strategy that's unique to it. Rally racing seem to have everything that NASCAR has, plus more variables: far more interesting and varied tracks, non-cookie-cutter cars, scenery, jumps, slides, etc.
Having a local favorite changes things, and it says a lot about rally racing that it can be known here without having much of a history here. When I lived in Spain part of what made it so popular is that small towns no one would usually think of visiting would get races going through them. People would gather in trees and on hills to watch, sometimes on corners where cars would slide right into them (sometimes with really bad results). It's also cool to see economy cars turned into monsters... something those of us on an economy car budget all enjoy.
The cars also look cooler.
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