[tarheels100]

That's key because it shows how money isn't the only reward that can encourage unhealthy gambling behavior. It sounds like the victims express feeling of a sunk cost, knowing that if they don't maintain their status with additional purchases, all the previous money spent will have been wasted. If it took them $10k to get there, why throw it all away (and disappoint their "club") if you can keep it rolling for another $100?