This is a good way to find a) people to hire, b) publicity, and c) solutions to tough problems. I have to assume they're doing it for the first two reasons, no

This is a good way to find a) people to hire, b) publicity, and c) solutions to tough problems. I have to assume they're doing it for the first two reasons, not so much the latter. My guess is that they've already got a good solution to this, given that it's integral to their business. Maybe they think they'll find a better solution out there, and if so it'd make sense to hire that person.