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A good read on what the Argonauts have planned to kep the momentum going:

https://theathletic.com/169033/2017/11/29/argonauts-pledge-to-capitalize-on-grey-cup-were-not-going-to-have-this-die-today/

The Argonauts went above and beyond on their marketing and advertising budget this season and last season. It wouldn't surprise me if that accounted for the majority of their loses.