That's the point. The new Regionals are supposed to be special events. The motivation isn't the prizes (though, I will admit, I am jealous of those translucent dice), but the competition. And the prestige. You have a little bit more to brag about if you win a 7-8 round, 64 player Regional vs a 4 round, 16 player Store Championship.
I'm not going to lie, travelling these distances to play, even if you have no chance of winning, is FUN. Especially in this game, where the environment is not noxiously competitive. Adding money (though I imagine those dice and Lukes will go for a bit), just ruins the fun.