Code a Wiki, win a BeagleBone

Probably a bit off topic: why all contest organizers want the project to be tweeted. There is one more contest (<a href="http://news.ycombinator.com/item?id=3501355" rel="nofollow">http://news.ycombinator.com/item?id=3501355</a>) posted today. I understand that the organizer gets visibility, but any other advantages?

Pity they don't allow time over the weekend, too.