No, it isn't a game, but I can promise you that when a publisher has a 'talent/starmaker contest' that they get MANY more submissions than normal. They can't (and shouldn't because as Clay pointed out, a massive number of them suck a nation of ass) publish everyone, but there is a very concrete benefit in being the publisher that discovers the next sienkiewicz/templesmith/wood/etc.
As noted in another thread, they ain't there to be nice guys, they are there to make their business successful. If new/unseen creators get their 'big break' from it, and go on to bigger and better things from it, then grousing about the structure is just... pointless at best, and bitter time wasting at worst.
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