Suckers!!!!
Serves them right for ringing a premium rate number, given all the scandal lately over dodgy premium rate competition lines. That said, I would love to see this sort of competition get pulled, given that I have always been strongly against premium rate phone-ins.
It's the same with the X-Factor and the like - they make plenty of money from the show, mostly from the extortionate call rates, and the idiots who will vote twenty-plus times for their favourites.