Imagine the marketable aspect of this "openess". You watch a football (aka soccer) game, the score is 1-1, the game is in its first 20mins (70 left to play) and

Imagine the marketable aspect of this "openess". You watch a football (aka soccer) game, the score is 1-1, the game is in its first 20mins (70 left to play) and you see that team A has an average heartrate of 100, and team B has an average heartrate of 130. You can then place your (live) bet accordingly having this stress/fatigue/stamina factor (or whatever other metrics may be available).