New game on British Telly - Deal or No Deal

[StuR]

There's this new game on telly called Deal or No Deal and I think it would be a very easy game to play mathematically.

Here's a link to the game description.

Deal or No Deal

Surely its just an EV game? Yesterday a women was left with two boxes - her's and another contestant's. There were two sums of money that could be in her box - £10 and £35,000. The banker offered her $14,000 for her box. I concluded she shouldn't make the deal since keeping her box would be worth (1/2)*10 + (1/2)*35000 = £17,505.

However, this is the correct answer in the long run. How would you include the fact that you only get one shot? Obviously it means you would accept less but how much? Would it be a function of your "gambling instinct"?

Dunno if this type of game is often discussed just thought it might generate a little discussion.

Thanks

StuR