In CCCP, when Olga win, Olga receive electrocutions for benefit of glorious collective. In capitalist pig dog US of A, when Gustaf win, Gustaf receive unglorious millions of rubles for endorsements. Here is first endorsement Gustaf make back when he first receive sex change (Gustaf buy shirt at LL Bean!). This allowed Gustaf and Ivan money necessary to procure marraigings.
http://youtube.com/watch?v=ARAVU30iYcQ