Some people have been pointing out that
A. The genetic defect curse upon Shorthorns is already becoming irrelevant.
Why perpetuate a myth that Carriers are Winners?
That's bad press and sends a bad message to youngsters. The defects are already being bred out and animals are winning without carrying defects. The whole thing sounds like a superstition. Luck charms are rampant among gamblers, but they are not truths. The only reason to advertise falsehoods is to sell something to naive people.
The major Carriers of real interest are historic sires that remain useful for the purpose of replacing themselves with clean progeny. It's always handy to go back to the original to keep a bloodline from slipping away. Mate some clean half sibs and the genetic potency is preserved in clean form. But you need the original to get there. This is specialized work and should be left to those that have developed programs based on those bloodlines. They will clean things up because that's good business for them.
B. There are good Shorthorn breeders out there succeeding at selling bulls into commercial herds. These breeders already prioritize culling defect carriers from their programs.
Shorthorn sires do have offspring performing in feedlots, but they are crossbred.
Breeding commercially viable Shorthorn bulls is also specialized work and we should support those who have put in the time to build herds that will produce this type of bull. It's a limited market and for the time being we should only put our best programs forward.
Undermining the foundation that is being built, brick by brick, among these breeders by promoting flash in the pan bulls of haphazard matings to commercial ranchers is what can hurt the breed. Nobody is going to get rich selling commercial bulls, but if we concentrate on sending commercial customers to a limited number of breeders who are cooperating instead of competing, the functional roots of Shorthorns will again take hold. This is the advertising challenge.
These are observations and realizations. Everybody can't be a breeder. I think we would get father, faster, as a breed by narrowing the field instead of trying to attract new members by selling unsustainable expectations. Maybe the Association doesn't need to be bigger, just more focused on growing new herds with seedstock packages of regional genetic strains. How is ASA meeting the needs of these breeders to gain recognition and increase access, as a group, to customers?