Of course it is. No one’s trying to rip the rubes off:
While approximately half of Americans buy at least one lottery ticket at some point, the vast majority of tickets are purchased by about 20 percent of the population. These high-frequency players tend to be poor and uneducated, which is why critics refer to lotteries as a regressive tax. (In a 2006 survey, 30 percent of people without a high school degree said that playing the lottery was a wealth-building strategy.) On average, households that make less than $12,400 a year spend 5 percent of their income on lotteries—a source of hope for just a few bucks a throw.
There was a time when scratch games all but sold themselves. But in the past two decades the competition for the gambling dollar has dramatically increased. As a result, many state lotteries have redesigned their tickets. One important strategy involves the use of what lottery designers call extended play. Although extended-play games—sometimes referred to as baited hooks—tend to look like miniature spreadsheets, they’ve proven extremely popular with consumers. Instead of just scratching off the latex and immediately discovering a loser, players have to spend time matching up the revealed numbers with the boards. Ticket designers fill the cards with near-misses (two-in-a-row matchups instead of the necessary three) and players spend tantalizing seconds looking for their win. No wonder players get hooked.