[lg]

I think you'd need some reason to believe people are unconsciously signaling it. The author seems to be quite conscious of his own signaling. Personally I was never into watching sports, even as a little kid when I don't think I was doing much intellectual posturing. Probably it's because my parents didn't make a big deal about it whereas it was a big part of family bonding for other kids.

[stephenboyd]

The reason can be as simple as identifying with others who aren't into sports. People take on the interests and values of the people they identify with, whether they realize it or not.