I could be wrong, but I don't think Neville or Rooney ran the length of the pitch in order to goad the fans. You'd think he'd have had time during the run to think about what he was about to do. The more I think about it, the more I want to see more of this sort of thing. At the end of the day, footballers are paid silly money, and exploit the fans, they may as well really rub it in their faces.