Thermoception is the sense of heat and the absence of heat (cold) by the skin and internal skin passages, or, rather, the heat flux (the rate of heat flow) in these areas. There are specialized receptors for cold (declining temperature) and for heat (increasing temperature).
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It is also the most expensive set of races in the country, and the sponsorship dollars reflect that. Having an entire series named after a company or product will cost millions of dollars, which makes sponsoring a single race seem like a deal at only $500,000.