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It's all clever stuff.
RE: Women runs 520 miles on treadmill in 7 days but doesn't get WR as Guinness says her witness doesn't count
The point is every pound they raise for their charity they get to take out a percentage in administrative costs, that's what all these money raising "stunt runs" are about, it's their way of earning a living while using the "it's for charity" line. So yeah, this is true: "100% goes back into the charity" to make sure they get their cut.

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