What should really happen is for hackathons to stop awarding prizes. There's no need for them. Most people go to hackathons because they want to meet people, try new things and learn stuff.
Part of the reason for this is sponsorships of the hackathons by third-parties, as they are the ones who frequently award prizes because of the increased publicity behind the tech used for successful hacks.
Unfortunately, I don't think that will be changing soon.
That was my immediate reaction. It's human nature to want a prize. If you think people should stop focusing on the prize, stop making it a competition.
Hackathons aren't about slides or business plans. They are about building something.