Man the Chargers had 20 years to label themselves "Southern California's True Football Team" and squandered it. With no team in LA for over 20 years all Dean Spanos had to do was take a page out of the Angels' owner, Arte Moreno, playbook and put up billboards from the tip of LA(Santa Clarita) all the way down into Tijuana(1.5 million people, don't sleep) and call the Chargers- "Southern Cali's Team". Their games were already played in LA, they should've played at least one regular season game in LA at least once every other year if not once a year. So if they did decide to move to LA it would've been all good(sort of).. but they would've at least ingrained their position pro football wise from LA to SD all the way down into Mexico. Their fanbase should've been 5x bigger than what it is but these dudes had no vision whatsoever.
Why do you think Arte Moreno ditched the Anaheim Angels name for LA Angels.. He wanted all of Southern Cali. Angels would never be bigger than the Dodgers but Arte wanted their fans too. The Chargers have lived a small market mentality since day one.