If a LEGO website was going to run a contest, what should the TOP prize be?

I wouldn't really care if the prize was a $5 minifigure, any prize is more than generous. If you want to make it an even worldwide playing field it either has to be a set, or you could say a set up to $200 of the winners choice, which Ed/Jeff could then buy themselves and ship to the winner (even include the ship cost in the $200). That way they could choose the best deal on at the time for the set the winner wants. I just don't want to see the money go to a retailer that is overcharging, it's such a waste.