Could be just people who were too lazy to vote before drawn in by the finals/the promoted match in the topic title.
That's certainly the more generous interpretation, but I do have a hard time believing that so many voters would remain blissfully uninformed of the contest until the finals. I buy the notion that inconsistent or infrequent voters would definitely check back in now, but so many completely new never-before-seen voters suggests a possibility of rallying.
Unfortunately, there's absolutely nothing I can do about it but moan privately over the likelihood that it's happening. Unfortunately, I lack any real means to deter it.
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