That, of course, would depend on the elasticity of demand. However, it may impede the sponsor's principal objective of gouging his "customers" amid some fanfare. It probably comes down to knowing one's customers. Evidently, the sponsor is targeting those people who favor a slim chance at notoriety over good business sense. I guess it's all in the packaging. Besides, what do you think the chances are that such ego-driven contestants won't overtrade, despite the rates? I'm going to assume that the sponsor knows exactly what he's doing.