When you put something in motion, it likes to try to go in a straight line. Rotation forces that line to curve, so there is an outward pull on whatever is rotating. If the material is too weak, it would break apart and try to go straight again. The earth is held together too well for that, so instead of breaking it bulges just a bit at the point where it’s rotation is fastest.
Its similar to how an object spun on a rope tries to pull out away from the pivot point.
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