"Get Motivated" seminar--what's the catch?

Factual Questions
1

This week in the Washington Post, there have been full-page ads for a motivational seminar at Verizon Center (big downtown venue, where the Wizards and Capitals play). There are some big-name speakers (Dan Rather, Colin Powell, et al) that I imagine would command well into the tens of thousands of dollars for an appearance. Yet the ticket price is only $1.95 (“Send your whole office for $9.95!”). Even if they sell out, that’s $40K at most. Certainly not enough to pay for the facility, the speakers, etc., with any profit left over.

So what am I missing here?

2

maybe it’s a infomercial for media sales, which brings in a few tons of money for all.

3

We had one here this week. Other than a few big name speakers like Powell and Rather the rest of the day is a giant high pressure sales pitch for other business classes. The other classes are supposed to cost $1000 and up but if you sign up today it’s only $100! (I was not there but I heard this from a few people who were there)