I think it's a great thing that Revell did with the contest. Hopefully millions of people will watch the show, see the builds, and get interested in the hobby. So what if it a big PR deal for Revell and is/was expected to increase sales. If Revell makes more money, maybe they'll put some money into fresh molds and new kits for us to build.
I entered the 2011 contest (didn't place) and plan to enter the 2012 contest (and probably won't win it either), but I'll be able to enjoy my hobby while I'm building.