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Don't understand this type of comp...

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This is from the John Fowler website on facebook -

"Our likes are getting close to the magic number....who will be the lucky winner of one of short breaks for being our 10,000th like?"

They currently have 9,828 likes, but how is this going to encourage people to like them? If I didn't like them already, I would simply be waiting until they had 9,999 likes before liking them - why would people want to like them now - they must realise that if they do they won't win?

Wouldn't it be more sensible to pick a random winner once they reach 10k likes, surely that would encourage more people to like them?

Or am I missing something?
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