Heres a great post by @hottod demonstrating the importance of competitive tension....
Also the use of what appears to be a very effective partner to help get the name out there and begin to create said tensions...
https://hotcopper.com.au/posts/79237680/single
No tension, no turkey...
Thanks very much to @Hottod for the post, its great to see a detailed timeline of how this stuff actually transpires.
GLAH.
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