I heard Toni's speech and it was one of the best ever. By "controlling" I think he meant that race directors need to require more of their athletes than just showing up and running fast. He cited the LPGA which requires that players must speak English to obtain a tour card, b/c they realize their "show" goes beyond just hitting a ball in a hole. Race directors could do the same.
I can't tell you how frustrating it was to the journalists, and, just as importantly, how much press coverage and ensuing financial reward it cost him, that Marilson Gomes dos Santos didn't speak English. That's a large reason most of the NYCM coverage was focused on Paula, and why Nike probably pays her 10 times as much.
Another idea Toni suggested was formalizing some "circuits" on the local road race scene, e.g. Peachtree-Boilermaker-Bix-B2B-Falmouth and requiring the athletes to run all of them to get points and prize money at the end of the circuit, kind of like NASCAR Cup. That way there would be some continuity and generate interest, like NASCAR or even the team sports standings races, instead of the "one-and-done" mentality that exists now, where each race operates in a vacuum, independently of the other.
1. The LPGA quickly dropped the English speaking rule.
2. So how do you require a person to run a whole series? Sorry, that just does not make sense. Perhaps the series could allow for runners to run some of the races and the best X places counts overall. Might be interesting and kinda fun, but I am not sure it would generate tons of interest outside the running world.
3. Prize money might be one thing, but his timing on that is pretty bad. People from less developed countries look at $10K and think "My family can live really well on what I send back from that".