There is nothing better in life than hearing the phrases... "You WON!", "Free" and "Lifetime Supply!" Hearing those sentiments can make your heart melt; no matter what the prize is.
Heck, give me a lifetime supply of Corn Flakes and I'll jump for joy. The victory of winning is a highly potent drug. If only all the times we won something money could be involved, then we'd all die happy.