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The problem here is that Stars believes their is a value in the publicity of giving away a Porsche. Giving away 60K is less. Plus its possible Porsche paid or traded for product placement on Pokerstars, hence the higher FPP value.
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There is huge value in this... just look at this:
http://www.youtube.com/watch?v=IBIa2...eature=related
http://www.pokerlistings.com/pokerst...r-points-21422
http://www.bankrollboost.com/poker_b...he-to-ddbeast/
http://www.fuzionpoker.com/online-po...away-porsches/
That kind of publicity brings them tons of new customers, which is probably worth more than the porsche itself in some cases.