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My thought is because it was in the pitchers line of sight. Most if not advertising behind the plate that is seen on TV is just a green screen effect. I am guessing that it was pointed by a pitcher who told the 2nd base umpire who was the closest to him and he asked him to get rid of it.
My reasoning on why it lasted so long before being pointed out is that when the sent the camera down in front of them the guys sitting in front of them were moved to accommodate the camera and when the camera moved the guys with the lights were then visible from the field. I would guess if these guys were anywhere but behind the plate nothing happens as far as having them turn off their jackets.
Jasper
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