Of course, you are right Stephen and I think it would be impossible to argue with the points you made.
I mentioned this is a good way for them to do some testing at for a relatively small amount of money. It is also going to give them some publicity, and that never hurts. They are even going to start the registration at the Macworld Expo, which should also help get some attention. They will let people register online as well.
The publicity for them will be very good if no one cracks it during the six weeks of the contest since at least some of those entering will have some hacking talents even if they aren't the best in the world. It will help give more confidence to their product.
If someone does crack it, WIBU-Systems will be able to work on it. Many will even give them credit for doing this to try to improve their product. I guess some might also look on this as a method of some rather extensive testing.
Here is another article for people who have an interest in this type of thing. It gives a few more details on why WIBU-Systems might be doing this as well as making it clear, just as Stephen did, that even if no one does crack it during the contest that doesn't mean it is impossible to be done.
Company Throws Down Gauntlet for Hackers