As a marketing person, I can say that there is a thing we call a "marketing test" and those do not yield a lot of return. If something in marketing has been done plenty of times before (like an art contest) then it probably either returns a good amount of return, or it gives them a good reputation or something for them to keep it going. I personally do not believe that this is to be the case, they probably are getting a good return in amount and not just reputation, even if not the participants, but from people who see it. However, it could be something that loses money for them as well, wouldn't be able to calculate it correctly since there is no single data to draw it from.