I think Victory have done an amazing job. I'm not worried at all about them taking the Melbourne name from us in essence, because they represent the entire city. Whereas in the AFL, clubs are designated to a specific area. We can all say we are "Melbourne", but we grew out of a stadium, not the city itself. Whereas Victory have really stamped themselves within the city, hence why they've gotten such strong support.
One of the A-League's focus was to create teams with no cultural significance so as not to create racial rivalries. So what you have are Melbourne Knights and South Melbourne fans all uniting to support Victory. If anything, we should be proud that the club has done so well for the city.
Also, soccer is a non-issue during football season. No one gives a rat about it until the Premier League starts overseas and people need it to cover them until footy starts again. Same with basketball and the NBA.
And let's not forget how Melbourne Demons doesn't really have an identity yet. We've got more of an identity then we did 5 years ago, but we went a good 40 years with a poor brand and little to no marketing presence. Things are starting to pick up finally.
In saying all of that, I love going to Victory matches and hearing the chants. They're a lot of fun and give each team their own personality.
I wish we did more of that in the AFL instead of the dull "Melbourne *clap clap clap*".