Dew factor nonsense.

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Whenever you watch a cricket match being played in evening , its common that you will witness commentators blabbering about dew factor and importance of toss. If the dew factor plays such a major role in affecting the result of the match or giving one team unfair advantage then why the match timings are not changed? like if you start the match at around 4 pm then there would be no change of dew factor affecting the match. Its sad that due to pressure of market forces such stupidity is being tolerated.