Part of the reason I'm a Bath fan is because there isn't a club local to me. Wasps' training ground is actually about about 15 minutes drive from my house - but they play in ****ing Wycombe.
I do - as a West Londoner - follow Wasps and Quins... but I want Bath to win when they play each other. I started supporting Bath because I liked their squad, and no other team felt local to me.
By all accounts I should be a Sarries fan... I went to the same school as Wray and another of their chairmen, and had Richard Hill and the like come to do coaching sessions on their behalf. BUT **** THAT ****!
On rugby in London...
Rugby isn't unpopular - it's just a bit of a relative non-entity.
London has 6 EPL clubs and 4 championship clubs.
To put that in perspective - that's 10 major football clubs in an area that could comfortably fit inbetween Leicester and Northampton.
Try marketing a sport that isn't shown on TV unless you have pay-tv, you didn't play at school (unless you went to a suburban grammar or private secondary) and you have no local team.
You can begin to see why no-one has a ****ing clue about the sport. I'm not saying it can't be done - on the contrary, I think NW London is ripe for the picking - but no-one has at this point.
Wasps are the only club to have been anywhere close to being centrally located in recent times.
Richmond and Twickenham are awesome areas, but South West London (south of the river in general) is quite detached from the city proper and is very suburban.
I don't have a real problem with Sarries being called a London club, because Barnet is a London borough... but essentially Barnet and Mill Hill are small towns in south Hertfordshire.