The lure of appearing on the popular reality show on national television is so strong that even startups that already have been funded by VCs and institutional investors want to get on Shark Tank. In fact, investors themselves are asking their founders to go on the show.

Money or funding is not the goal for these startups. It's the marketing opportunity they want.

But Sony, the producer of the Shark Tank is trying its best to make sure that the show doesn't lose its real purpose: to be an investment platform.

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