This is the value the winners get: "What else will I get? I will feature the six successful applicants on the Pinboard blog, and give them whatever additional

This is the value the winners get: "What else will I get? I will feature the six successful applicants on the Pinboard blog, and give them whatever additional help I can in making contacts in computerland and attracting an initial pool of customers." His point is that a lot of money isn't needed, but publicity is (and a cool service of course).