“It’s the end of the world, baby!” screams the title of the new 2012 calendar from Campari. Sensing the Mayan calendar’s apocalyptic spirit, Campari created a protagonist in supermodel Milla Jovovich to storm through the end of the world holding glasses and bottles of the red aperitif, all while dressed in impeccable couture. (Photo by Dimitri Daniloff/Campari)

Front end detail of the Hyundai Santa Cruz crossover concept truck as it is displayed during the first press preview day of the North American International Auto Show in Detroit, Michigan January 12, 2015. (Photo by Rebecca Cook/Reuters)

This picture taken on January 25, 2015 shows a participant taking part in an ice water challenge in Zhangjiajie, central China's Hunan province. Participants were required to stay in an ice pond, holding an ice block while eating ice-cream with an electric fan blowing at them. (Photo by AFP Photo/Stringer)

Everyone wants to get something for nothing - whether it's a lucky upgrade that means you can turn left when you get on a plane instead or heading off into the economy seats, or even getting a few extra features thrown in for free when you buy a new car.

As some of the sharpest businesses around, no-one understands this quite as well as casinos and that's why they all have a system that they call comps. It's short for "complimentary offers" and these are special treats specially designed to reward you for your loyalty to the casino in question. They're basically bonuses.

An activist of the anti-G8 forum “Block G8” shows his middle finger to a police helicopter passing overhead June 07, 2007 at Bollhagen, near Heiligendamm, Germany. (Photo by Carsten Koall/Getty Images)

American film and theater actress, singer and dancer Shirley MacLaine. (Photo by Philippe Halsman)

Russian servicemen stand next to a Russian Yars RS-24 intercontinental ballistic missile system before a rehearsal for the Victory Day parade, with the Moscow International Business Center also known as “Moskva-City” seen in the background, at a range in Moscow, Russia, May 5, 2016. (Photo by Maxim Shemetov/Reuters)