Actually I give people a pass on this Mountain Dew one. Like dmbj said, they won it. They were told it was worth a ton of money and only 50 were made or whatever, and then they had to PAY TAXES ON IT! I don't know who does their own taxes, but basically if you win a game that the company says cost 3500 bucks, you have to act like that was your income. Then you pay your 25 percent or whatever state and federal on that. So these people have paid big money for these machines and feel like they're worth that. Calling them assholes and dumbasses because they got screwed by a contest into thinking they won something doesn't help.
It's like the people that go on the Price is Right, or "Extreme Makeover home Edition"... they pay taxes like they earned all that money! Some people are blindsided by that and end up having to sell what they won to get the cash.
Say you win a 20 thousand dollar car on a gameshow, you ready to pay the $5 grand in taxes/registration on it?