"Using" people who give their consent to it.
You could consider that people have their own various reasons to want to be in the contest, such as publicity on the site, and don't feel "exploited" at all.
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It's still very much people being profited off of and exploited no matter how you slice or perceive it, yay capitilism. I get the advertising and marketing side of it, absolutely..
But at the end of the day I still feel it's petty bullshit cooked up with the sole intention of attracting whale votes using others sex appeal.
Welcome to humanity, klye!
Life is give and take. The way I see it, if both parties of a "transaction" get what they want out of it, without stepping on the (human) rights of others, it's an all out win.
Whether or not a third party perceives some exploitation in the deal, well, that's for them to exhaust over. The world keeps spinning, regardless.