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What you think about the cheerleader concept in sports?

I find it very creepy seeing those girls dancing (actually jumping and throwing thir hands and legs aimlessly) weirdly with those flashy things in hand.
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I read an old sports illustrated article about cheerleading. It outlined the damage they do to their bodies and pointed out that colleges "waste" scholarship money on cheerleading. An academically superior student misses out on scholarship funds because Sally over here can do a back flip. Granted, the same can be said of most college athletes. At least some of those other athletes have a chance of going pro, and those athletic programs generate revenue for the school. All that considered, I think cheerleading is nothing short of pointless.