But according to people who listened to the call, the company seems to have little appetite for changing horses in midstream.

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Add more water, and perhaps spike it with a little punch, until the horses start drinking.

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Here are a few things I know little about: gambling, horses, the manly bonds of career drinkers, the lonely hotel rooms of businessmen, and the sly mathematical ecstasy of statistics.

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Hollywood has mythologized horses for decades, but taught moviegoers little about them.

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Manuel Martinez, as he then was (Manolo Chopera is an untranslatable slang name everyone called him), had little enthusiasm for engineering and preferred to work with horses.

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For little more than one exhilarating minute, the 10 horses and their bareback riders tear three times around Piazza del Campo with a speed and violence that will make your hair stand on end.

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"I feel like these hats are little ambassadors and if anybody can learn about these horses, what we are trying to do and how much we all feel a responsibility to take care of them, then it's a really great thing, " Steinmann said.

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Little wonder then that punters latch on to Dettori's horses - the so-called Frankie Factor.

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Early versions would have amounted to little more than a few ropes and perhaps a bit, held between the horses' teeth.

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It taps directly into their inherent fascination with the natural world, if only because of the standard array of farm animals: horses, donkeys, sheep, geese and that perennial favourite, the family dog, which keep little hearts thrilled.

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