in the audience challenged the champion and won, giving the audience the impression that the champion was easy to beat. This practice taught wrestlers the art of staging rigged matches and fostered a mentality that spectators were marks to be duped. The term kayfabe is thought to come from carny slang. By the turn of the 20th century, most wrestling matches were fixed, and journalists regularly exposed the practice. Several reasons explain why professional wrestling became fake whereas boxing endured as a legitimate sport. Firstly, wrestling was more entertaining when it was faked, whereas fakery did not make boxing any more entertaining. Secondly, in a rigged boxing match, the designated loser must take a real beating for his "defeat" to be convincing, but wrestling holds can be faked convincingly without inflicting injury. This meant that boxers were less willing to "take dives", they wanted to have a victory for all the pain to which they subjected themselves. In the early years of the 20th century, boxing suffered periodic bans in various states and counties over concerns of match fixing. Professional wrestling somehow escaped similar bans despite match fixing being more common, which suggests that the public did not care about the integrity of professional wrestling and accepted it as performance art. Since the public knew that almost all professional wrestling matches were faked, nobody ever felt cheated because nobody was fooled. Since a substantial number of boxers fought honest shoot matches, the public could not tell whether a boxing match was honest or rigged, and consequently felt cheated occasionally. Promotional cartels for professional wrestling emerged in the 1910s in the East Coast of the United States (up to that point, professional wrestling's heartland was in the Midwest). The promoters routinely fixed the matches to make them more entertaining. For instance, it allowed them to artificially turn their more charismatic wrestlers into champions; audiences preferred charismatic champions to boorish ones. Fixing matches was also more convenient for scheduling. With shoot matches, a promoter would often have to wait to see who won the match before making further plans with either participant. Fixed matches were also less strenuous for the wrestlers, thereby allowing them to recover more quickly and perform more frequently. The promoter cartels quashed what little authenticity professional wrestling still had. Before the cartels, professional wrestlers occasionally had to fight authentic (shoot) matches to preserve their credibility. As promoters gained