Perhaps that is why thier website has tons of links to gambling sites and loan companies?

I don't charge my friends £1.80 when they phone me.

A similar scam has been run by newspaper bingo for years.

Almost all cards issued are "losing cards" that is they contain "losing numbers" which will never be selected. A small number of "winning cards" are issued and the distributor knows where they are sent to.

The system is set so that a lot of people appear to be only a few numbers off winning even though they will never really win because they have a losing number.

One reason they do this is to keep printing costs down. If everyone had a different card it would cost more. So instead they print out thousands of identical losing cards in a batch.

A few years back one of the tabloids by mistake printed an incorrect set of numbers which included a losing number. The result was that several thousand people won that week.