That is the point isn't it? Get more people to focus on hardware to increase the sells of said hardware. They are only giving away 12 of these this year. It doesn't take a genius to realize a lot of us will not win our dream system but some of us will go out and buy it. The sponsors who probably paid for this contest are hoping it gets more interest so that we buy more equipment.
I agree. It isn't costing me anything to join and I love looking through everyone's dream build.
I think his post and rep is pretty amazing for such a short amount of time. I doubt he'd still have an account if he was going around spamming. Over 750 post in a single month.