OAKLAND -- Redoubtable and relentless, the A's are four months away from being the only game in town, the most visible representative of a city that craves positive recognition.
They're launching home runs at an astonishing pace, delivering the equivalent of baseball fireworks.
They're winning, generally the first requirement of sports popularity, at a rate that keeps them in the thick of the race to the AL playoffs.
Despite these advantageous factors, fans are not flocking to the Coliseum. And, please, let's not blame local indifference on the ballpark's lack of freshness and charm. Too simple.
This is about emotional attachment. Listening to fans of baseball in general and the A's in particular, some variation of that theme consistently surfaces. There are varying degrees of emotional scar tissue, and it has them in their feelings, making them reluctant out of fear of getting burned. Again.
It's unfortunate, because what these A's are producing is worth the time and money.
Here they are, surging into the postseason with the second-best record in baseball since the All-Star break and averaging 14,870 fans over three games this week. That included 16,714 witnesses Wednesday afternoon for a stressful 1-0 victory in 11 innings over the Kansas City Royals.
These A's have something for everybody. Shortstop Marcus Semien, who is having an MVP caliber season, grew up in the East Bay, as did Stephen Piscotty. Mark Canha, who lashed the game-winning hit Wednesday, grew up in the South Bay. Third baseman Matt Chapman and first baseman Matt Olson mash with their bats and sing tender ballads with their gloves.
If homers are supposed to lure folks to the yard, how is it that this club, which now owns the single-season franchise record, remains in a relative vacuum?
Mostly because too many local fans have too often been captivated by A's teams of the past 20 years, only to feel victimized by the franchise's cycle of assembling and disassembling, usually in the name of payroll discipline. Each time around, a few more folks stop coming and decide to observe, if at all, from the distance of living rooms and bars.
"I know if, knock wood, we're able to get into the postseason, they would show up," manager Bob Melvin told NBC Sports Bay Area on Wednesday. "Our fans are into it. They might not be here every night. And I'm not telling people how to spend their money. But it is a terrific fan base. When they're ignited, and they come out and full force, we feel them like a 10th man."
This has been true in the past and likely will be again. There is a bandwagon, but it sits in a distant corner, idling, ready to get into should the A's reach the postseason.
Postseason baseball in Oakland is so vibrant it makes the Coliseum feel spectacular. And some are waiting for a playoff game to light up the yard. Even then, though, there will be holdouts who can't overcome the scar tissue reminding them of old heartbreak.
Too many fans remember those engaging teams of early 2000s, when pitchers Tim Hudson, Mark Mulder and Barry Zito were rocking batters to sleep while Jason Giambi, Miguel Tejada, Eric Chavez and Jermaine Dye were terrorizing pitchers. Those clubs averaged 98 wins per season and made four consecutive playoff appearances, each ending in painful AL Division Series defeats over the full five games.
The core of that roster -- which drew an average of 2.03 million fans per season from 2000 through 2003 -- broke up and scattered.
Most remember the 2006 team, led by Frank Thomas and Nick Swisher and Chavez, with Zito taking the mound every fifth day. That bunch, which came 23,375 short of drawing two million, swept the Twins in the Division Series before being by the Tigers in the AL Championship Series.
Thomas, the most commanding clubhouse presence the A's have had this century, left as a free agent and landed in Toronto. Zito, priced out of Oakland -- with, to be fair, declining effectiveness -- headed across The Bay and signed with the Giants.
Lastly, all A's fans remember the 2012 (94-68) and 2013 (96-66) teams, both of which made quick postseason exits but generated enough momentum for the 2014 A's (88-74) to draw more than 2 million for the first time since 2005.
Ever since the leader of those teams, third baseman Josh Donaldson was traded exactly two months after the 2014 season despite expressing a commitment to Oakland, attendance has been in decline.
The roster has, once again, been revived by team architect Billy Beane and his lieutenants. The A's won 97 games last season and have 92 wins with nine games to play this season.
An A's home game offers the best value in Bay Area sports, maybe the highest entertainment-per-dollar ratio in baseball. It's quality ball at budget-friendly prices in a town that has lost the Warriors and soon will lose the Raiders.
But the breakups of the past have left too many scars. Only if this team finds its way deep into the postseason would those scars be easier to ignore.
Why red-hot A's still have work to do to captivate Oakland's home fans originally appeared on NBC Sports Bay Area