USAToday has an article (that you can read here) discussing the "YES movement" that is sweeping the nation. Read it for yourself, though there's little that you haven't already heard. It recounts Bryan being told to turn on ESPN's Sportscenter and upon doing so he saw the Michigan St. fans rocking their arena with "YES" chants.
The piece goes on to contextualize the "YES movement" as the euphoric cheer of the finally-victorious underdog. From Michigan St. who went to their first Rose Bowl in a quarter-century, to a small high school basketball team that beat its rival for the first time in over a decade, to the typically-lowly Seattle Seahawks who won their first World Title in franchise history.
The "YES" chant is such a universally-applied chant. It works in the same way Stone Cold Steve Austin v Vince McMahon managed to captivate millions of viewers; it's recognizable and relatable. Just like every tough SOB extroverted employee can fantasize about putting his boss in his place, every shier, more introverted employee can fantasize about pulling a fast one on the more favored (and less talented) employees and then climbing in their car and just screaming in satisfaction.
That's the Daniel Bryan story. It's not the tale of a tough guy sticking it to the man, it's about a smaller, overlooked guy putting his nose to the grindstone and proving everyone else wrong. And when he does, it makes you want to stand up and
It's a universal story that has mainstream appeal.
It's a shame the WWE doesn't seem to want to tell it.