I know you didn’t ask me, but this is where they vary from my vantage point:
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They invest in a lot of non-traditional stallions— turf horse, international bloodlines, etc.
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They market them poorly: they keep their fees high, they don’t really put them out there to the people.
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They buy a lot of nice mares to support the stallions, which is a good thing, but then they flip most of the resulting foals at the sales. No matter how nice of horses they are, the market doesn’t want those pedigrees. They sell for low prices and end up with lower end connections that don’t help the stallions’ reputations. A good horse will outrun its situation, but there is also a matter of ending up in situation where you can be talked about favorably and catch the eye of the right people.
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After years of this, they just put the mares and stallions back in the sales. The mares are now worth considerably less because they have spent years producing unpopular foals who look bad on paper. Selling proven Kentucky stallions through the sales isn’t done frequently. Usually a proven sire in a sale is to settle some sort of monetary dispute, or just a way to reach private party buyers with the intent to withdraw. Running them through reinforces the message no one wants their stallions.
They do keep and run a lot of their offspring themselves, but it’s often the more commercial offspring they support and not the less traditionally bred ones.
The farm takes great care of their horses. They are not bad people. It just doesn’t make sense to me. On paper, it appears they should have the financial resources to operate differently.