I read a little bit about this - the principal is basically for tv rights!
The rest of the tourney over a week apparently provides so much tv that if the table had been played out.... very few apart from perhaps the hardcore poker players would follow it as they already know the outcome.
Also it allows the TV company to Hype up the final. Its a PR dream and they are got four months to parade all the players around the tourneys so by the time the FT is played they will be household names.
As for the '9' this was also (apparently) done for their benefit.
Rather than being rushed into any advertising deals and then regretting them later, they have 4 months to negotiate a very good deal.
They will apparently have been paid out prize money equal to 10th place, so they have something now
The balance will be held in an interest baring account and the interest will be spilt in the prize pool.
Hope this helps
Lee
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