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"Bit by bit, year by year, the Big Orange glow has dimmed. Too many key losses in too many big games since '98 have removed Tennessee from the elite list of teams annually considered as national championship contenders.

It takes more than one of the biggest stadiums in college football and a nifty fight song to be in the national title hunt every year. Not only does it take great recruiting, but taking the talent and improving it, and neither has happened with the Vols lately.
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UT markets Nostalgia/Traditions rather than Wins vs Losses.
--AtlantaVol