Just a general thought that it will stir interest for some in channeling/focusing on a specific creative endeavor. That while thoughtful, it is of greater benefit to the large accounts as it helps spike interest in their investment as it continues to aid in holding some velocity. Not an overall inspiring thought/observation, but to be fair even when I was more invested in the chain I was never big on contests.

On another level, the contest has the potential to form bonds between some of the participants as they form a camaraderie of sorts.