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Marathon is not the only sport that has happened to. Ironman has gone through the same thing. It used to be a race. Now it is an event to finish. Every Ironman TV show has special interest features about the person who lost a ton of weight, has a life threatening disease, and/or physically handicapped. They rarely show the actual race anymore. Everybody now wants to train a few weekends and then slog through a 16+ hour Ironman, only to leave the sport because they accomplished it while never bothering to actually get good!
But lets be serious, marathon and Ironman quit being sporting events a long time ago. They are now marketing events. What marathon is going on this weekend? The ING marathon! Ironman, while developing its own name - Timex Ironman watches anyone? - also is the Ford Ironman.