The Game Center, and the Prize beyond the Prize

Outside Yokohama's main rail station is a 6-floor game center. New games come out all the time, but an old standby is a cash cow: crane games, accounting for 40% of revenue. From early morning till late at night, an endless stream of people pay to wage a fierce struggle with these cranes in an effort to win a prize. Overworked office workers, job-hunting college kids, independent students re-taking college entrance exams. What prizes do they seek beyond the prizes right in front of them?