The problem has several aspects. First is that there is the game of bowling vs. the sport of bowling. The game has gotten somewhat of a negative image. Just count the number of 'Drinking team with a bowling problem' T-shirts. Doesn't help that a significant number of pros don't look athletic.
Secondly, at the top levels, bowling has become centered on the equipment. Bowlers talk about their arsenals. How many bowlers lose, not because they missed a key shot, but because the ball or ball that they were using didn't match up with the lane condition? I think that for the Olympics it would have to like the Mark Roth Plastic Ball Tournament, everyone limited to the same equipment.
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