“The Luckiest Lottery Store…”
That's the headline in the paper.
Of course, there's no such thing as a lucky lottery store. And rational, long-term citizens never buy lottery tickets, because it's a lousy bet.
But the idea of the lucky store is precisely what someone is paying for when they buy the ticket. That this time, just maybe, luck will turn out the way it's supposed to. That a hunch or a scratch or a slight change in habit will pay off. That's what people are buying, not the net present value of a series of transactions.
They're buying the thrill of possible luck.