Patriotism

During the World Cup of soccer, people express their patriotism and loyalty to their countries with flags in their house/apartment windows, or on their cars. I think that's great, and being in Canada, there are many different teams being supported which makes it more fun to watch. But what I don't understand is, why does their patriotism only show once every 4 years? If you ask me, one should be proud of where they came from all the time, shouldn't they?