I also hope they don't hype their affiliation, but I doubt it. Why signed an affiliation deal with the popular Cubs and not totally hype it?
I agree that this will turn off us Sox fans. My guess is that the Cougars ownership has decided that the gain from pandering to Cubs fans is worth the risk them essentially saying "take a hike" to Sox fans.
I can't wait to go there and hear them go on about us rooting for future Cubbies!