Is there such thing as "Fishbowl Profits"

I did the Arizona and New Mexico state Fair for several years.
Two booths down from me was a fellow who was selling a nice set of Dinnerware. I don't remember the price but it was about $200.00.

He had the Fishbowl,fill out the card and maybe win a nice new set.

When the fair was over, he did award the set to the winner....BUT...

then he called everyone else and told them who did win but then he said you
came in second and you win four cups and saucers free, when can I come by and deliver them to you. They looked nice, with gold trim and all.

He told me, it took him two weeks to make all of the deliveries, many of the
people choose to buy the full set at a little discount. He then said he was able to buy a new van with that money