What do internet sites do with unused satellite wins?

As you may have read my other post regarding bet365poker and how they treated me regarding an unusable $3000.00 satellite win. I am getting mixed responses from different people about this subject.
I am talking about seats (money) that were to be used to win a seat in a major tournamnet. The final satellite. And the internet site satellites stopped due to time constrants that the main event (the tourney the satellite was designed for) was close at hand. What do other major sites do with this money?