It doesn't really bother me to be honest, maybe it should, but it just doesn't. I refer to us as United and The Blades, but I can't control what other supporters or those in the media choose to do.
In any case, the vast majority of those watching know our full name, and most of those who don't can read, so will quickly figure it out.
I take the positives, i.e that we are now categorically seen as THE Sheffield club on the world stage, and will be for long time. That lot can grunt on about the 90's, winning the Rumbalow's Cup, finishing 3rd and getting spanked in Europe twice, all they want.
Hear "Sheffield", think Red & White, think United.