There are quite a few examples of runners not putting full effort into races in qualifying heats. That seems acceptable in track and field. And for years I have been reading about team members setting the pace for another team member who has the best chance to win, and have observed as well runners that start out fast fade after a few laps and finish out the race at their leisure. I think there were several reasons why the term scandal was applied to the badminton players. The players blatant attempt to lose in a sport where it is not expected is certainly one. Another could well be the action of the competitors drew dramatic attention to a flaw in change of rules and the suits on the sidelines were determined to shift the blame away from themselves. The disappointment of the fans is also an element. Those who have watched the badminton players in the past had a much higher degree of expectancy and were not prepared for a change of strategy that developed along with the change of rules.