Ha. Doesn't surprise me in the slightest.I remember there was a scandal involving the British version of this gimmick, _Masquerade_, which I remember seeing in shops in Australia as well. If I recall correctly, the prize was initially awarded to someone whose business partner's girlfriend was the former girlfriend of the author. She pretty much knew where the prize had been buried.
I think the plot was to spend the (very large) prize supporting the animal liberation movement.
Holy crap. That is interesting. Goes to show how hard you can make those things.