To me, this has a Tom Sawyer whitewashed fence ring to it. I see SA getting thousands of people (tens of thousands?) to develop recipes which SA then magically owns the rights to and all this is basically for free. What tops it off is these thousands of people then praise SA for how noble and great they are. It also, as an added side benefit, generates a lot of interest in their product in general. Whoever at SA thought this one up, deserves a raise.