"What's exciting about Ord is that one can see the local leadership emerging to go out and challenge people in the community to take control of the future, to invest in entrepreneurship, small business, " says Chuck Hassebrook of the Center for Rural Affairs in Walthill, Neb.

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What's perhaps more exciting for sports fans is the certainty that there exists an unknown competitor in our midst intent on knocking ESPN from its lofty perch.

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"It's exciting because what it's starting to tell us now is that we might be starting to get an underlying theme, " Bruijn said.

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"That tension between authorship and lack of control is what's so exciting, " Ms. Kopp claimed.

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