The Negative Reaction to Performance Enhancements

We embrace the inclusion of science in sports and we fundamentally believe the choice to use enhancements is a personal one. It's just that having choice doesn't mean having no consequence. The people are watching purely because it's a bit like those travelling shows back in the 1800s. That's where you had the sort of elephant man in that sort of situation. Because there's a fascination I imagine watching athletes that are clearly doped. And what can they do? But you're never going to get the top guys performing in that event because they're not going to be there. You talk about there being an appetite. I can't see sponsors backing it.