Damage to the image of the sport?! The one that constantly has people cheating and being stripped of their medals? Oh yeah, wouldn't want to ruin that!
Remember when they stripped Lance of his win, and they were going to award it to the next place finisher who didn't also cheat, but they didn't have one?
They have no imagination when it comes to cheating in the Tour de France these days. Now, it's all performance enhancing drugs. But back in the good old days-
“They would trail a thin piece of wire right behind a motor car, which, at one end, had a cork fixed on to the end of it,” Cossins explains. “And the rider would wedge the cork between his teeth. And then get towed along with this thing, this wire, pulling him along.”