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Maybe it is just me, but I am really uncomfortable with the term "winners"? What did they win? Who "lost"?

Winners received an investment. More info about the whole process is in Seedcamp's FAQ: http://bit.ly/hn54dj

What do others got? For example: http://bit.ly/g7qKKv

In the end - nobody lost ;)

They "won" EUR50,000 investment for an 8-10% steak in their company, and will participate in the Seedcamp US trip, and Seedcamp week.

Those that "lost" are the 17 other startups that participated in the Seedcamp event, but didn't get investment.

they won a chance to take part in SC week, the winners of which will win 50k, afaik

That changed this year. Winners of MiniSeedcamp London and NY get funding right after the event, rather than after Seedcamp week.