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I am not sure of course but I don't think it's a rarity issue. I think it is more like the puppy as Christmas issue; people just think that they are awfully cute and assume that they are easier to care for and less work than full sized horses. They don't know much about horses which is why they advertise in that way, rather than going more reputable.
If they knew more they would know where to buy them and how much work they are, so wouldn't be advertising like that.
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