Fitness Competitors – Care to explain?

I don’t get why the fitness competitors want to keep things a big secret when it comes to their routines. Are you afraid someone will steal one of your moves and do it better than you? Every time I ask a fitness competitor what they have in store for their routine, they act as if they are the founder of Coke and can’t reveal the secrets behind it. I mean really, is there THAT much at stake that if you let someone in on what you’re routine will be you’re going to ruin the element of surprise? I saw on a board this morning, my friend XYZ is really going to bring it in her new routine but I can’t give away any secrets. ERRkay, I’m sure she will break out some new move that we’ve never seen before, right? Or wait if you tell what you’re doing for your routine someone might copy it before the show. PAHLEASE. It’s the case with every fitness competitor – from Hendershott, Adela, Greenwood to the amateurs. They all want to keep the routine top secret. WHY? I understand not revealing a routine if you have something wild like Hendershott did when she had two women join her for her Olympia routine but what about the others?
That’s my rant for the week. Competitors / Choreographers care to chime in and shed some light?