I only partially agree with this. I think marketing of both SOI and COI went down two tracks - market heavily to hardcore fans who read skating magazines and such, and market lightly to all other non-fans. This approach missed a huge gray area of the casual fans - those who know major skaters, have some idea about what to look at, but couldn't care less who the coach of the latest Cup of China silver medalist is. Many of my friends fall into the latter category; they will sometimes attend a skating show, but more often than not they find out about those shows from yours truly. Lack of outreach to this market segment has especially hurt COI since SOI is generally more attractive to the non-fan. Having said all that, I truly have no idea how one would go about advertising to the casual fans who do not regularly access skating sites, magazines, etc.I don't think it was anyone's fault, however, that the tour could not keep its mojo. I think it fell prey to societal and market changes far beyond the power of the ISU or USFS to overcome.