The pot prize is quite tempting so for sure this could convince many artist to participate on their contest. Don't have talent on art so I just watching the submission by participants and watching how the submit their arts it increase the level of competition since there are also more artist will also do all their best to create more attractive piece to submit it on contest thread. Long days still ahead so good luck to you and to other people who will participate on this contest.
I think that talent don't just come out naturally by the time you were born but you will need to seek for it. This is why we shouldn't be afraid of trying new things and if we do, we shouldn't quit easily when we saw that the results are not that great. It's only normal because we are new at it but as they say, practice makes perfect. Contest like this are helpful not only to the company to get more exposure but also the regular individuals because it helps them unlock a new talent.
My only advice to the company that conducts a contest like this is that they must give chance to others, I mean old winners must be restricted of entering after some time. With the skill they already have, it will now be easy for them to win.