[StavrosK]

You're committing a fallacy in assuming that they have no choice. Even if there are a million novices with Photoshop and two professional designers, they'll still get a better deal than having chosen one professional designer. They'll pay the same money and get two professional designs they can choose from, instead of just one.

[eru]

Depends. If the professional designers don't enter the competition, things may change.

[StavrosK]

Sure, but the Gap didn't commit to choosing one, as far as I know, so they still only stand to gain from this.