Was it a marketing trick?

Here's the story. The makers of the game "Sudden Attack" launch the Pre-OBT version of the game along with a contest to draw in people on xfire. The contest was to log in hours in the game (because Xfire logs in the hours on games you've played). 50+ hours would net you an entry to win a brand new computer while less than that would give you a chance to win keyboards, graphic cards, etc. I know this might sound like nothing, but the contest ended Saturday, August 8th (technically it ended on midnight of August 7th). Its now been over a week and still no posting of the winners. They finally made a comment that they would post winners, but that was 2 days ago and still no word.

The community of Xfire has ants in their pants and most are either bewildered or outraged. There's also speculation that they only did the contest so they could claim "We're the #1 community on Xfire and in the top 30 games" and "Our players logged in 20k hours at launch" which they started slapping on every banner, their homepage and such right before the contest ended.

I guess we'll see within the next week or so what happens. Small indie company launching their first or second game, actually the Pre-Open Beta Test of it, and giving away thousands of dollars worth of items before they've made profit. Maybe it was too much for them. I doubt it was some sort of scam, but you never know. I hope we didn't waste our time.