Perhaps as a way of raising their profile bidding for an event like this - even with the knowledge that they have zero to slim to chance of winning - is cost effective and worth it. This year and next year in the lead up to Decemeber 2010 there will be newspaper, internet and TV coverage of what's going on. It's not as if they're short on dosh and bidding for a world cup could turn out to be a great PR move.