Not sure about the entire group but my guess would be more and more people want to go on the show purely for promoting themselves and/or their business. One of the HGs (cant remember which one) has a swimwear line which I'm sure they'll wanna talk up and then promote on social media etc.
The real value is not the $500k winnings, or the money the HGs get per week, it's in the free advertising the show allows
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