You were pumped you won a Lion this year, right? You told your parents, your grandparents and your girlfriend/boyfriend, right? Let me guess, they were far less excited about it than you were. To you, it's the most awesome thing in the world. To them, it's just another stupid trophy.
Watch this video and it will help you understand their viewpoint. To them, your Gold Lion is just a hunk of metal that should be turned into case. That's right. Cash4GoldLions. Check it out.