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@gbj_tester
That already happens, prize money has to paid back and any modern rider contract will have substantial penalty clauses for doping.
There was an interesting piece on Bruce Schneier's blog the other day about the economics of bank robbery. Basically, a rational person wouldn't go into the bank robbery game because it doesn't pay off, but people still do it because they are stupid. Same rules of irrationality apply to sports doping - people over estimate the rewards and underestimate the chances of getting caught. It doesn't help that only a few years ago, recently enough for everybody to remember, one rider hit the jackpot in terms of winning big and not getting caught (yet). Outliers like that are more persuasive to people minded to cheat than all the small fry who don't win anything and still get career-ending bans.