Some years ago, Helen Keyes was pushing her way through a World Cup crowd with her soccer-loving brother and father. “What is it about this sport or this event that you like?” she remembers asking them. “Is it the sport itself? Is it being around the other people? The sense of togetherness?” They were stumped, and replied that they’d never thought about it. “I thought, I'd really like to think about it,” remembers Keyes, who is a cognitive psychologist at Anglia Ruskin University in England.