I think it was a few things. I think many, many hockey fans did not want to see Marchand raising the Stanley Cup. Many fans are tired of the same teams that are shown on U.S. national TV (Boston, Pittsburgh, Washington, Philadelphia, etc.). Many sports fans didn't want to to see Boston win another sports championship. I also think there was a thing called the "Rob Gronkowski effect". Showing him shot gunning beers in a Bruins jersey was getting a little tiresome too. New faces, new places are a welcome thing in the NHL.