I would say the scam is convincing people that they are lucky and that they specifically will eventually hit it big in their lifetime. This exact gimmick is what prevents some people from voting against their best interests because they could one day hit it big at the lotto and be in the big leagues! Assuming they don’t blow all that wealth on poor financial decisions in the few years thereafter or win at all for that matter.
It is with my in-laws at least; well for some of them. It’s how they envision coming on top in their American Dream. They get to spend their weeks pumping themselves up thinking it’s their turn next to win and envisioning all the things they’ll get to do with all that money.