Anand knows if every game is drawn after the classical time controlled games, he gets a larger share of the money, than he would had he lost prior to that. I think that is as much to blame as anything. However, I don't think forcing the reigning champ to play to win, in order to be champ again, would sit well with most, but it would certainly change the way the games were played some what.
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Chess will never be a spectator sport because it is just too complex. Even the drama of an armaggedon game won't be enough to TV draw crowds to watch the game live. Those games go too fast for intelligent commentary. Chess isn't camera friendly.
Yeah, certainly a lot of truth in that idea...except for true chess lovers...
Reti! Carlsen will find a way to get equality with this stratgically complex opening, and he will win a game with it before Thanksgiving.
Shhh! Don't tell Anand!