SKY Magazine scratch cards - I Always Win

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I just received the latest edition of 'SKY Magazine', inside is usually one of those scratch cards. So I quickly scratch off the foil to reveal three identical symbols, so apparently I have won. So why am I not sitting on £15,000 cash or driving around in a Mini Cooper - Because I win Everytime. To claim the prize you must call a premium rate phone number, charged at £1.50 for a minimum duration of 7 minutes. Totaling a minimum £10.50 for a phone call just to find out that the value of your prize properly does not cover the cost of calling the premium rate number. It's obvious that this is a scam, even if there is a genuine £15,000 prize or a Mini Cooper Car, there is likely only a handful of winners so the chances of me winning 100% of the time is extremely remote.