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Who wants to be a Millionaire? A UK game show that goes on and on inspite of an attempt to cheat the system in order to win.

The show is a testimony to revealing, at close quarters, how people respond differently under pressure. The faces show emotion, which makes good television viewing. Some show little or nothing, others let it all out for the viewers to see.
Yet there was an attempt to cheat and work with others in the audience. Coughing is often a sign of a difficult moment and can be an unconscious reaction to emotional pressure. Coughing can often be heard in audiences during tense moments in all kinds of competitive events and can be very disruptive to concentration. Audiences can often feel the pressure as much as the competitors.
When the big money gets close and a person is near to winning; the pressure creates tension, with an atmosphere that is electric.
Chris Tarrant talks about how everyone upstairs in the television centre is willing the person to answer correctly. They have nothing to loose.
Stress responses are most revealing - as the show goes on.
Some people go home as winners, others have gained a sense of achievement, others a feeling of enjoyment and the experience to last a lifetime.
So everyone is a winner, it seems.