Original poster - There are other good marathons on if you're desperate to run a marathon. Just because London is the most well-known doesn't mean it's a bigger achievement than any other.
On the Mo Farah point, I think VLM are aware of the parochial naturethat the Olympics, and in particular the BBC coverage, brought. The general public might well believe that having lots of overseas runners they've never heard of means it's a poor field, especially if the one distance runner they know isn't in it. It's easier to sell the event to the masses by saying Farah is in, but only doing his distance, rather than suggesting it's something Team GB isn't good at, and therefore is a rubbish sport.
Farah seems to have signed a two-race deal, taking part next year. It would be a bit of an embarrasment to London if Farah's first marathon was in the USA, so perhaps the only offer on the table was to allow him to run the first half only.
From a PR perspective, though, it's a bit of an embarrasment. Surely VLM would have been better off saying the Farah has agreed to act as a pace-maker. He would get what he wants, the VLM would appear to have quite a coup and everyone would be happy.
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