I think the overall function of getting people all excited about a big jackpot score is key, and glad it started out there instead of one-off win bets.
Last time I took people who had no background in the sport to the track was in Hong Kong, where there was a US$12 million carryover in what is, essentially, a triple-trifecta (as opposed to a twin-tri). You can play it many different ways, and you don't earn exchanges, but we were alive for a reduced chunk of the pot going into the last leg and the two newbies with me were stoked, and both have gone back to the track since. We lost, but the consolation we got back was more than the bet, so they felt like they won.
Big jackpots stoke the fires of the youth that are used to such scores through Vegas, poker, etc...from the betting angle of the game, I'm glad they started there.
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