Were you around online when this was all unfolding? The fan groups were humoured but were not really taken seriously or treated as the central part of a marketing plan from what I could see. RPB got allocated a block of 50 seats out of 3000 in the south end for example. Once their phones were ringing off the hook after the Beckham announcement they made no attempt to expand that they just sold their entire inventory on a first come first serve basis with the result that the vast majority of people in 112 and 113 initially didn't have a clue what was going on at the front of the sections when the season started.
I suspect most of the people who wound up buying seats in the south end did so because they were the cheapest available not because of some marketing wizardry or novel marketing strategy from MLSE. Then there's the whole Tribal Rhythym Nation thing that got in the way of getting chants to spread across all the sections of the south end. Hardly the actions of an organization that saw "real football fans" as the key to getting some atmosphere going. They clearly thought they had to get a band in for that. Sometimes things happen almost by accident rather than by design.