I think a lot of the newer younger fans are probably imports to the nearby university enjoying a good beer up, and with changing social attitudes which is essentially people can do what they want as its all "freedom of speech" it probably tallies up. A lot of the football mentality probably carries over for the new fans, or those who are just doing it as something to go to and have a beer.
There is a fine line between shouting encouragement and a bit of sledging type banter, and outright abuse, and it shouldn't really be down to the crowds to manage things or get involved, as there should be pro-active stewardship to spot any potential individuals/groups overstepping the mark, where their conduct is clearly short of what would be acceptable in that environment.
The way the club is marketed for the games, its not just a match but a spectacle, with the fire/music yadda yadda, so this will appeal to those looking to give rugby a go, so it seems overall in the short term it wont drastically improve if the club wants their money. In some ways, these are the punters the club wants over the season ticket holder. The average season ticket holder probably lives nearby and won't spend a great deal on food/drink due to their proximity to the Stoop. Attracting the tourist type fan will be a bigger spend on an individual ticket, and will invariably spend more on alcohol and merch, and that financially is better for the club.