This article is really interesting in that it breaks down how we view sports, or other score-based activities in every day life. I also found the article to be fitting for any viewers of the Superbowl. Reading the article will help explain some of the reactions that we have to the big game, and how we general respond to events in life. I never realized just how much of our lives can be considered "counterfactual."
LINK: Scientific American - Superbowl Psychology