Research in the past has wound up abusing, harming or hurting people. You want to stick to these regulations as carefully as possible, because they really make sure the welfare and interests of human subjects are protected.
Should we give away refrigerators? Sure. Trips? Yeah. Fur coats? Who cares. But when we turn the quest for medical care into Queen for a Day, we have gone too far -- ethically. A show that gives out good medicine as a prize is immoral.