I used to enter contests via a 3x5 card with my name, address, etc. enclosed inside an envelope which I mailed to the contest address. It cost me a stamp, but over the many years I won alot of prizes including a large grandfather clock and a brand new Pontiac G7 which I selected off the dealer's lot and was the star of a local TV spot. The means of entering the Reese's contest without a purchase is standard procedure and was the normal way of doing so until the internet age. Reese's did nothing wrong---what would you have them do, put the alternate means of entry on the outside package in place of a picture of the product? Bottom line: a big to-do about nothing.