Hate to say it, but I think increased ratings were because of what happened to Eight Belles and Barbaro. Something emotional and terrible happens that's talked about around the water cooler, people want to see it first hand.
Luckily, instead this year they saw a feel-good "anyman" story, Borel crying for missing his momma and daddy, a pair of cowboys doing good, etc.
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"Have the clean racing people run any ads explaining that giving a horse a Starbucks and a chocolate poppyseed muffin for breakfast would likely result in a ten year suspension for the trainer?" - Dr. Andrew Roberts
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