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The major parties keep the plurality voting system in place so that voters will be afraid that a vote for a third party will be a "wasted" vote. Then when a major party candidate loses because a bunch of people vote for a spoiler, the major parties blame it on the third party. How is it our fault, when we have no political power and therefore no way to get rid of the plurality system?
The fact is, they tried to rig the system in their favor and it backfired. Maybe if it backfires on them enough, they'll finally change it. In other words: Keep voting third party if you want to get rid of the plurality system. Otherwise, you play right into their hands.