For instance, here is the Grand Prize offering for the Master tier of the People Vs. The Pros tournament:
One (1) First Prize Trip: Roundtrip economy/coach airfare for one
person from a major commercial airport near winner’s residence to
Raleigh/Durham International Airport (maximum value USD $500), five
nights and six days accommodations at Pinehurst resort during the PVP
Event from October 22-27, 2009, including eligibility enter and play**
in the 2009 PVP Event (ARV: USD $3,995), and resort fee (ARV: USD $400)
(one to the lowest scoring entrant, total ARV: USD $4,895 each
)
;
So, the winner of this contest would have $4,895 show up in their earnings, as this is the estimated retail value of the prize being offered. They'd win the trip itself, not the money. It's just that the trip has a value attached to it, and that is what shows up in the money list.
If you look at the earnings of the player mentioned in the title of the thread, you'll see they are $4,895.