No really, Rhianna Pratchett, Gail Simone, Mariko Tamaki, Jackson Lanzing and Collin Kelly have all gone on record that not only do they ship Lara and Sam but have tried to make them canon. In the comic Inferno there was even a scene altered that had Lara and Sam kissing but was altered due to the the higher-ups demanding it be changed to a hug instead.
So, why are these two so popular that there is still a demand for not only Sam to return but to be made into Lara's official love interest?
I think it comes down to a few things the first of which being the fact that Sam's personality contrasts and complements Lara's so well. Sam is a social butterfly with an outgoing personality while Lara is more closed off and has trouble talking to people. Hell she has some times has issues looking at people in the eye at times and rarely, if ever, touches other people. Lara likes to spend time studying while Sam is a party girl. Lara is British Sam is American, these two just seem to be completely different from one another.
Yet Sam is pretty much the only person who can get Lara to really open up and live a little and to do things outside of her comfort zone but in a way that doesn't make Lara uncomfortable. She gets Lara to come out of her shell which helps to show more of her character in a way that we wouldn't normally see.
Yet they also have a lot in common. Both are history nerds, both love adventure and both love to travel. Sam may love the club but she loves the outdoors just as much and is perfectly fine with living outside of the city if she has to.
But I think what really sells Sam as Lara's most popular possible love interest is her character. Sam is, without a doubt, the most developed character in the series with only Lara able to match her. The writers of the first game and the comics LOVE Sam and therefore give her as much depth and development as they can which given she's only appeared in one game just over 20 issues of comics they got away with a lot. While Sam was never intended to survive the first game Pratchett and the other writers took advantage of the trauma that she went through to make her one of the underrated badasses in Tomb Raider.
This is a character who went from a, justifiably, scared girl to a badass action hero. Sam is has beaten up a thug while only armed with a Cupcake, has laughed in the face of people who've kidnapped her. Came up with a plan to save one of her friends that managed to get them into Mexico without the villains figuring her out. Stabbed a Shark in the Eye that was about to eat her, saved Lara's life, Twice. And DEFEATED A DEMIGOD IN A BATTLE OF WILLS!!!
The most any other character in the series has done who isn't named Lara Croft or Sara Pezzini, is shot a few goons. Sam made a monster that could create storms coward in fear of her and banished her soul into a magic mirror for Eternity!!!
It also helps that the two just have great chemistry. You really get the sense that they love each other and that if one is in danger they will go to Hell and Back for each other while still being willing to challenge the other.
And again, 10 Years. Most people forgot about Kurtis Trent after his first two appearances. Same with Lara's other sorta official love interests like the ones in the movies. But Sam? Sam is the Asami to Lara's Korra, the Lois to her Superman.
The fact that the studio has done everything in it's power to make fans forget about her and yet she is STILL talked about more then the attempted Breakout character Jonah, (who is only notable because he literally nearly destroyed the world Three times in the Trilogy out of sheer stupidity).
Her personality, her development and chemistry with the series' lead makes Sam not only Lara's most interesting potential love interest but, IMO, the second best character in Tomb Raider.
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