Helping to identify losers

Ah ... I just applied to run the London Marathon on April 13th. It's a £32 fee, which is about $67. They don't give it back if you don't give in, they 'give it to charity,' which charity is presumably the London Marathon itself.

This is all well and good. However! They also give you a jacket. I'm mystified by this.

"Hey, nice jacket!"

"Yes, I applied for the London Marathon and didn't get in."

"I've always wanted to be rejected from that! Oh, how I envy you!"