What Demographic Are They Aiming At?

I realize that the various curling associations around the world would like to interest more young people in the sport. But let's face it, by and large the fans of curling are older.

Do the folks who run these events really think that playing loud music between ends will suddenly attract more younger people without driving away even more older folks? The music in the tie-breaker is painfully loud... so loud I'd want my money back if I were a paying customer.

And to have it going, very loud, even when the leads are throwing their stones perturbs me considerably, given the requests that fans turn off their cell phones so as not to disturb the curlers.