If I owned a restaurant that had those business card drawings for free lunch or whatever, I would just call everyone up that entered each month and tell them that they won. If some marketer had come by and told you that for $10 a head they could make your target consumer feel like they were #1 out of a few hundred people, wouldn’t you jump on it in a second? This is that, but real. Of course, the status-quo may better–where you pretend like you do a drawing each month and really just throw all the cards away. That’s the way to treat your consumer.