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Because Bulgarian politics at the time was more oriented towards Austria-Hungary and Germany (and these two had their interests in the Balkans also, of course). Stefan Stambolov quit diplomatic relations with Russia after it refused to recognize (and in fact tried to stop) our unification as a state. Later, in the 20th century, Bulgarian interests matched those of Germany, Austria, Hungary, Italy and even Turkey, while West Balkanites had the support of Great Britain, France and Russia/USSR. Bulgarians sold guns to the Dutch in the Anglo-Boer wars as an answer to the British selling such to the Ottomans when we were still under their rule. The United States were more neutral to Bulgaria and other defeated countries in WWI and tried to stop political revanchism but Russians, Brits and the French didn't care about their opinion at the time. Ironically America is nowadays the greatest political and military power out of all states mentioned in this post.
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