A lot of companies have done the same in the past. Diesel, glue, cookies - and more, have gone through the same process and produced various results. Crossing two plants does not guarantee a wonderful offspring right off the bat. My money is on them trying to find a nice new winning cross to offer their clients, and while they're at it, they are innovating and diversifying their offer like any good business would. Basic business strategy. And a good one too.
I see the contest more like us voting on which crosses we would like to have and then we get to grow/test them and provide useful information and pictures.
Simple yet brilliant!