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I am sure you could have asked simmilar questions of the owners of full tilt as to why they wrecked an incredibly profitable company! They have done numerous things which are designed to screw ever more money out of their customers with zero benefit to them, cross matching skimming, arcade, casino, awful price multiples, continuing increased commission hikes, premium charges, etc, etc, etc. They have a faltering share price which has crashed since the float to prop up, don't forget! 