The whole idea of a contest is to work as many stations as possible. With all due respect, answering a "CQ CONTEST" call without knowing the proper exchange is, well... umm... how can I say this politely... poor operating practice and wastes the other operator's time.
Many of us contesters, would be glad to help the newbie into the exchange.
In Sweepstakes, being able to walk a non-contester through the exchange late Sunday afternoon, is the key to getting QSO's that the less patient will not be able to make.
I know I've been helped several times. Almost every year in All Asian DX, my first QSO is with a JA, who gives me a two digit number, and I respond with serial 001. Then he reminds me the exchange is my age :-). At which point I pull out the calculator and give the right answer!