@mjkuwp: That's a bad example. You live in the US, you know your laws, you knew the value of the car and therefore you had a pretty good idea on how much the win would set you back. This campaign (at least to us Europeans) is more like:
KS: Congrats dude, you just won a FREE!!! oscilloscope!
Eurodude: Wow! That's amazing! Cool! WOW WOW WOW!!! Please send it to xxxxxxxx.
KS: One moment dude, here's the contract, sign it on the dotted line.
Eurodude: Contract? What's all this wording about? What's this taxes thing on it, never heard of it before?
KS: Uhummm, well, you first have to pay something to receive the prize, but really, this isn't something to worry about, trust me, we just have to make sure, really, just a little insignificant profane formality.
Eurodude: Pay something to receive a prize? Are you really KS, one moment, I first have to check, you know, there are warnings all over our media, each day, please understand, one moment, I have to check this first.
KS: Don't worry. It's just this tax thing and look how shiny your new scope is, it's the Rolling Royce of scopes and will surely impress the gurlz. Just look at all the buttons and knobs, they are all lit! A dream!
Eurodude: Well, uhummm, yeeeeees. I want it now, I want it badly, please please please tell me how much I would have to pay to get it as quick as possible. You know, this is really important to me. HOW MUCH?
KS: [Silence]