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Why are IMP pairs events so much more popular in Europe?

I've read that pairs events using IMP scoring are vastly more popular in Europe than the US and I'd like to understand why. Being a relatively untraveled US citizen, I've had the opportunity to play in only a few IMP pairs events, but I much prefer them to matchpoints. Hopefully, understanding why they're so much more popular in Europe would help promote them in this country. I understand that ridiculous matchpoint results allow weak players to win once in a while, which keeps them coming back, but I don't understand why that's true only in the US.

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