I guess it all comes down to individual perspectives. I don't think we can define ourselves as mates with Steve Bruce. As it is, some people like him, some people don't. It wouldn't be to the point where we can pop over to his house and borrow his lawn mower or anything like that, but he would probably consider us as "the crowd". The crowd could be admiring and respectful, or they could be abusive or derogatory. The crowd referring him as Brucie could be regarded as quite endearing. The crowd calling him " Brucie boy" could come across as quite demeaning, however, when used in a post, could be regarded as affection. Calling Steve Bruce " Mr Potato Head", however or wherever, is just mean and childish.