[PurpleRamen]

> Payments? it's one single payment to one winner

How do you know? They can tell everyone they've won and snack their data. It's not a verifiable public contest.

> Also, how is it more data than when you buy a coffee?

Coffee-shop has no other personal data and is usually using other payment-methods. But still, there have been cases of misusage.

> but I think for most people the value of a single unit of "their data" is near $0.00.

This is a classical scenario for social engineering, and we are in a high profile social group here. There is a good chance that someone from a big company is participating here. This is not about stealing some peanuts or selling a handful or data on the darknet. It's about collecting personal data and scouting potential victims for a future attacks.

And I'm not saying this is an actual case happening here, but to not even see the problem is..interessting.