The fans of the pitcher's team want it bad.
Neutral fans are cheering for a no-hitter.
The fans of the hitter's team might be swayed. It makes for a cool story to tell. It's exciting. The outcome of the game is probably decided by that point so why not have a cool ending?

But the team at bat is about to be embarrassed. And they know it. It's humiliating to walk back to the clubhouse while the other team jumps up and down on the mound. They want a hit. No way they lay down without a fight.