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It's only different because there's less of a delay getting splits on competitors when you have a team vs. when you have to look them up yourself on a tracker. If you're feeling shite, check that you're about to slip a position (ooh nurse) it could have a profound effect on your motivation. Some will crack, some will fight but I bet everyone would alter something given similar situation and information presented to them.
What are the rules about getting phone calls from external parties? Surely there can't be any policing of 'interested parties' calling riders with updates about the race?
You've never been on the finishing circuit of a 24hr have you? :P