Maybe because product development engineers know what their time and skills are worth, and it's a lot more than $10K?
Don't get me wrong, little contests like this can be great experience for smaller businesses that need development skill and for designers that need the portfolio pages.
But this is Coca-Cola. Then again, considering how much money got sunk into the Freestyle (and they're not out of the woods yet, that machine has problems), maybe a $10K contest is a way to keep the PD pipeline going and keep the accountants happy.
Don't get me wrong, little contests like this can be great experience for smaller businesses that need development skill and for designers that need the portfolio pages.
But this is Coca-Cola. Then again, considering how much money got sunk into the Freestyle (and they're not out of the woods yet, that machine has problems), maybe a $10K contest is a way to keep the PD pipeline going and keep the accountants happy.