You nailed it in every paragraphAnd ironically that was when the sport was seen as being at its absolute dirtiest in the eyes of the general public.
The only thing functional testing taught us in the end is that over time, anti-doping is basically an unwinnable game, because you either
1) Convince the general public of the truth; that the sport is extremely dirty already and that every positive test is a small step in the right direction. A dirty sport is fundamentally unattractive to sponsors to begin with, but the very process of cleaning the sport up also involves banning all the best and most recognisable riders, who have been generating all the interest over the last few years which further drives fans, and thus also sponsors, away from the sport
or
2) Challenge the existing narrative that the sport is totally cleans every time there's a positive test from a big name rider, which makes the sport more unattractive to sponsors with each passing test.
As long as the sport remains a PR machine on wheels it can never be clean. There's simply no actual incentive to catch anyone worth catching. But as long as you torch the guy from some backalley Conti team who's glowing so brightly the lab techs need to wear a welding mask when they handle his sample you can eat your cake and have it too. The public says "Look! Testing works!" and the sponsors say "You caught Mustafa who??? Never heard of him... Anyway, here's your massive oil-soaked cheque. Tadej's going to have a good season this year, right? Wink wink!"
Oh, and there seems to be a window of time that stretches about 10-15 years back from present day. As soon as the former high-profile riders are outside of that window you can safely bust one or two of the more problematic ones and the public will say "Of course he was doping, everyone was back then! Testing just wasn't sophisticated enough, but it totally works now!" and they can stay blissfully ignorant of the fact that another 10-15 years down the line they'll be saying the exact same thing about those same riders who are supposedly so ultra clean now, and on and on it goes. The sport was always dirty, but is always clean.
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