Cub fans

In the last 2 days I've seen 2 "I (heart) my Cub" bumper stickers. I think they're referring to Cub Foods grocery stores, but why you love your grocery chain (unless its Waitrose) is beyond me.

Any insight into this?

UPDATE: Thanks to Heidi for her comment:
Cub had a contest about a year or two ago where you could win prizes if you were spotted with an I (heart) my Cub bumper sticker. I agree, it's ridiculous. I wouldn't even sport an I (heart) my Target sticker. Although, I (heart) my Kenneth may be a possibility...
-Heidi

I'd like to know the depreciation in your vehicle the second a bumper sticker is applied. And if those stating their loyalty for Cub consider the cost-benefit of this versus their chance of winning a (probably crappy) prize. And why 3M hasn't developed an adhesive that would stick on your bumper as long as you want, but then remove without a trace when it's time to remove it, for those of us who are smart/commitment phobic.