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So I never played but after seeing a bunch of negative reports on how addicting it can be, glad I haven't. ;) Still though do explain what these hats mean.
Basically, the game is full of people with big golden exclamation points floating over them. This indicates that that person has some sort of task for you to perform in exchange for cash and prizes. Once you have completed the task, the exclamation becomes a question mark, indicating that it's time to collect.
I actually thought this was a reference to Victor Hugo's famous letter regarding the sales of "Les Miserables": http://www.whimsy.org.uk/didyouknow.html (search for "Hugo", bottom of the first screen for me).
Guess I'm just as big a geek as anybody, just of a slightly different color...