The owner of the dealership admitted he didn't expect this to actually happen when he decided to run the promotion. It might be a mistake he's going to regret. The good side to this: at least he's keeping his word.
The promotion was initially planned for the Seahawks' game against the 49ers the week before, but the dealership needed more time to make sure they were complying with state regulations. They decided to continue the promotion considering the Giants are playing below expectations this year. Besides, what are the odds of a shutout? It's not like the Seahawks were playing at home, after all.
The dealership will have to pay a heavy cost for a promotion they will likely regret. It is wise to keep to their word, but the moral of the story: make sure you have the resources when you commit to something like this.
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