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So what is your point about Branson then? The lottery, assuming the same prize structure, would generate more for charity as the profit element is taken out. Why does it bother you whether he uses it to market other Branson services, that is assuming under the terms of the licence he would be...

The cross selling would only raise money if people chose to buy the other products being marketed!

As much as I would like to see Branson running a 'not for profit' lottery, this is just a freak result where a lot more people than usual won with 3 numbers, ie over 100,000 more than last Wednesday. Not sure how it would be different under Branson unless you removed the fixed win for 3 numbers.