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vassals
Lords and vassals were granted land plots in exchange for offering services to protect the king. The serfs worked this land for the lords in exchange for their own protection. Therefore, the primary purpose of a lord was to master the art of war.
beacause they were losers
Feudalism is simply the exchange of land (fief), between the nobles (lords) and the knights (vassals) for military protection.
Lords owned land, which they did not grant to their vassals, but they did grant the right to live and work on that land as tenants.