Yup, no one ever signs up for the medals.
It wasn't me who signed up for 4 years of marathons after my only marathon up until that point had been a disaster just for a medal. It was for a melee weapon...
I also didn't decide to do W&D this year solely because of Figment...
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(Medal in question. It's over 9 inches tall.)
Honestly, a lot of people I've met outside of these forums who rundisney find the medals to be a huge motivator.
If they're going to do potentially their only race ever, they want something pretty to commemorate it with a theme that speaks to them.