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American football fans probably remember the crazy wildcard playoff game between the Colts and Chiefs during the 2013 season's playoffs. The Chiefs built up a big lead, but Andrew Luck led the Colts to an insane comeback victory.
I am a Chiefs fan. At the time, the Chiefs had not won a playoff game since 1993. After a devastating 2012 season, the team cleaned house and brought in a new regime, led by Andy Reid. It worked well and the Chiefs had one of the biggest record improvements year-to-year in NFL history. My optimism was at an all time high. This was the year the playoff curse would end.
I spent the week leading up to the game just absorbed in the hype, reading, listening, and watching every bit of analysis I could find.
When the game finally ended, I was absolutely devastated. It's probably the hardest I've ever taken a loss as a fan.
...and then, I started getting targeted ads for Colts merch, including a cardboard Andrew Luck mask (which was just a cutout of his face with the eyes cut out stuck to a popsicle stick.) Everywhere I went on the internet, I was haunted by a grinning, eyeless, Andrew Luck reminding me that the Chiefs would never win a playoff game. This went on for several weeks.