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You are not factoring in the asshole-itude™ of people. They have paid (for example) $50 for a house show, and then Stonecold doesn't show and the WWE says "We will give you your money back" They figure "hey, free show and I don't really care that much about Stone Cold....sweet."
Nevertheless, kudos to WWE for refunding because they couldn't provide what they had advertised.
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