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@BringMeMyFix
There was a bit of a hoo-hah about it in '07, mainly because Team Blue Sky (?) (Fleeman, Clarke, and A.N. Other) formed very shortly before the Bec, specifically to turn up and grab the £900 team prize.
In some ways, it gives the event kudos and marketing power, and if riding a bike is your job, it's understandable that you look for 'overtime' opportunities.
It would probably be good for non-HC TTs as well, as far as keeping the sport alive and buoyant, but perhaps pros should have a separate prize list...?