As a City fan, of course you will prefer Ashton Gate just as Rovers fans will prefer UWE. Both sets of supporters should be happy, I don't understand why the UWE site provokes such a lively response from you. A neutral observer might think you were worried by it for some reason. To regard an entire fan base as "vile and disgusting", is no more logical than disliking all people of a different nationality or religion.
Sainsbury's have already signed legally binding contracts to acquire the Mem. They will make an awful lot of money in the BS7 area, which is why they are willing to pay a premium for the site.