But they aren't available to the public at any price. They are reserved to give to Horseshoe's most loyal customers. Jack knows that if he consistently re-invests a healthy chunk of his profits in ways that increase the value Horseshoe delivers to his loyal customers, they'll pay him dividends for life. We all know that loyalty is a virtue, but Jack Binion also knows loyal customers are more profitable than other customers. Loyal customers don't cherry-pick the casino's loss leader promotional offers.
Loyal customers tell and sell their friends.
Jack also knows that profits re-invested to increase customer loyalty also increase employee loyalty. So they stay longer. And the longer employees stay, the better they get at their jobs. A virtuous cycle that turns a casino into a money machine. Jack, you are a big time smart operator.