Here's an interesting and topical example: the "billion dollar bracket" challenges you're seeing right now with the NCAA Tournament are all insured. The company

Here's an interesting and topical example: the "billion dollar bracket" challenges you're seeing right now with the NCAA Tournament are all insured. The company offering the "prize" isn't going to be out $1B if someone hits a perfect bracket; they've got insurance to cover the event that someone wins. (The cost of that insurance is rumored to be around $10M.) http://www.cnbc.com/2014/03/14/buffett-insures-billion-dollar-bracket-madness.html http://www.cnbc.com/2014/03/14/buffett-insures-billion-dolla... Those challenges are all free, though you could get really deep and argue that consumers are paying incremental value for providing email addresses and marketing leads to the customer.