How can the Walmart Get on the Shelf contest be fair?

As I look at the contest page I see a collage of blinking tiny thumbnails http://getontheshelf.com/ Is this what the voters will see? If so, how can each entry get a fair chance to be seen? It seems that a product won't get the exposure if it doesn't make the top ten. So how do you make the top 10? I wonder how many of these larger compnaies will be buying adds and getting news coverage (like on CNN) to get an unfair voting advantage?