People also complaining that their apps didn't get any hits during the evaluation period [1]. If this is true, which it seems like to be, it is pretty shameful business from Salesforce given that people clearly used a decent part of their week in order to participate. I feel bad for Heroku employees who promoted this.
Edit: According to one of the judges [2], they only saw and evaluated the 5 Salesforce selected apps. Also the app gallery only shows the five winners [3]. No matter how the finalists were chosen, this is not how you run a hackathon.
And $499.