I don't think that it will water it down. They are trying to generate an interest in the sport for their American fan base. Since it originated outside they will try to capitalize off that. They probably allow for bidding because maybe every player/franchise may not be a fan of it. There are some states that live and die by football and basketball so they would have a hard time selling tickets for the event if football is going on. At one point, hockey was quite popular in Dallas, but it appears to be fading a bit because they compete with football. Hockey is fighting for revenue and ratings so that's probably why they're doing it. It simply isn't a popular sport everywhere and they may not be able to remedy the situation. I do enjoy it, but if there a choice between the Stars and Cowboys....sorry, the Cowboys win because that's the chosen sport in the region. It's simply not popular in every region and until they come up with a different plan it will stay the same.
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