It's the reading of the will. Look at their shocked faces when they found out Grampa's rare coin collection is worth $33.50. *Another thing.... the pic in the add with all the rolls of coins also has stacks of money and gold bars. No mention of that in the ad (I know you don't get the gold and stacks of cash but then why show it?).
Considering this ad runs in papers all over the country, they are making money. Four color ads like this aren't cheap, so you know it's a worthwhile venture for them.