A glance at many of the front pages of today's newspapers will present you with the enviable story of a husband and wife who scooped last week's £105m EuroMillions jackpot.
Steve and Lenka Thomson said they'll use the riches to move out of their 'shoebox three-terraced house' so their three children can each have a room of their own while also vowing to 'do a lot of good' with the eye-watering sum they've described as 'too much for us'.
Builder Steve was back painting a ceiling hours after finding out about the life-changing win and has pledged to complete the work he's started over fears of letting customers down in the run-up to Christmas.
After we all ran through how we would spend the cash in our minds, many of us were left wondering why lottery winners would possibly that they now hold £105m in their bank accounts.
Steve and Lenka decided to come forward like many before them - and the decision actually makes a lot more sense than it may first appear.
The first thing to know is that the Camelot Group, which operates the National Lottery, offers winners no additional benefits or incentives for going public with a win.
A spokesperson for Camelot explained the decision is solely down to the individual and no pressure is put on them to step into the spotlight.
But previous winners have spoken about the difficulty of remaining anonymous, arguing it can put a bigger strain on the win than accepting the 15 minutes of fame.
This rang true for Christine Weir, who bagged £161m with her husband Colin back in 2011, and said: "We would have preferred to stay anonymous, but we recognised it wasn't a possibility," as reported by the Independent .
"We wouldn't have been able to enjoy the experience if we had constructed lies to tell our nearest and dearest."
Each winner is given advice to make an informed decision, with factors such as the amount won, how many people they have told and where they live all being considered.
Camelot said if a winner lives in a city like London 'where you might not know who lives in the flat above' there's a good chance your win could go unnoticed - whereas if you are a presence in a smaller community it's likely to be instantly noticable.
Taking the decision to publicise a win is often made to control the media coverage.
If the person chooses to go public, Camelot offer full media support, winners do a press conference and after that the interest largely dies down quickly.
Staying anonymous, especially after winning a sum as huge as £105m, is very hard to hide.
There's likely to be press interest to find out who the winners were, and others who know about it may, for one reason or another, choose to expose you.
Camelot said it can lead to winners 'waiting and worrying' that a knock will come at their door, fearing they will suddenly be thrust into the spotlight without a chance to prepare or have control over the exposure.
Julie Jeffrey, who scooped £1m in 2002, told Yahoo : “I went public for the same reason the majority of people do - there is nowhere to hide.
"Even if you only tell one person, things spread. Before you know it everybody knows.
"And if you don’t take publicity, Camelot can’t acknowledge your existence, so they can’t help you or provide a back up."
Going public can also help winners 'get their head around the win', allowing them to move on and enjoy it rather than trying to spend the cash in secret.
The final reason is perhaps the most obvious; some winners simply want to enjoy the attention which comes with it.
Camelot's spokesperson said your numbers coming up on the lottery can be like a wedding - people want to take photos and celebrate to remember the occasion.
