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"More expensive than money" is a quiz, but an unusual one. In it, the participant tries to win a prize not for himself, but for his loved one, who, in his opinion, deserves it. The game is accompanied by emotional stories about the hero for whom the player is fighting: about what good deeds he did, how he helped the player himself, and other family members and friends. Throughout the entire program, secret surveillance is conducted of the person for whose sake they are trying to win. How surprised he will be when at the end the film crew reveals a secret to him: his close people told his story to TV viewers and won him a cash prize.