I think it is 90+% due to the lifts themselves.Our competition rules and format SQUANDER the opportunity for growth/popularity that the lifts/athletes deserve. It's almost like the IWF wants Americans to be easily discouraged/frustrated and turned-off by the sport, and US leadership is not up to taking it where it could go w/o permission from their "betters".
I should have also mentioned prize money for national championships and real American records would add excitement, rather than the subsistence based (welfare-like) reward system we have now.