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this is where some of football eats itself.
Lucrative but meaningless in any sporting sense.
Initially the TV audiences might be big but interest will wane quickly and the TV revenue fall.
Magical european nights won't be magical if they happen every week. The novelty of the European away trip will wear off if it's 18 times a year.
Let 'em go,
They've done studies, you know. 60% of the time, it works every time.