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What the point of trying to win the golden keys in master key?

Do the golden keys do anything? Are they for something? Seems like they put in all this effort and I love the concept of the show until the prize is revealed and it doesnt make sense to me..

Update:

I guess i'm not the only one who doesnt know as nobody has answered yet. What a strange show to have a random prize without any meaning. So strange, it boggles my mind. I hope someone knows the point as it's been really bugging me. 

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