It's the PR department at the Trafford Ministry of Truth, they tell the masses what they think they want to hear.
If 25%Jim tells them their latest signing is the world's greatest in that particular position, then he is. If they are told that Johnny fucking Evans is actually only 19 years of age, then he is.
The Glazers took all their ideas from George Orwell's 1984 and implemented the strictest regime ever adapted by a football club. 25%Jim is O'Brien (representative of Big Brother), and all rag supporters are known by the names Winston and Julia - any fan who doesn't wish to be called either of these names will be sent to room 101 immediately.
At this moment in time the rags have never ever been rivals of the dippers, not once in their entire history. On the contrary, they have always loved, admired and respected ALL scousers and are secretly members of the dipper supporters club. Although by tonight that may change, the Ministry of Truth might decide that the rags have always been at war with the dippers and thoroughly detest everything scousers stand for. And if anybody says: "Oh, hang on a sec. Earlier today we were told that we love the dippers. WTF is going on?" then room 101 gets another visitor.