The game was running concurrently in the US, Australia, and the UK; since the UK broadcasts of Season 2 began on the same day as the game, it was unlikely that any major secrets about the Island would be revealed. The Lost Experience lasted for the whole of the Season 2 UK broadcasts, finishing the day before the UK premiere of "Live Together, Die Alone, Part 1" was broadcast. The true purpose of The Lost Experience appeared to be making advertising more interesting: see this article at CNNMoney.com. This may also explain why the UK and Australian TV stations were so keen to participate.