I mean, yes - that's why they're also giving out $25,000 annual research awards for milestones towards the target (some previous examples of which are described in the article)
"The Memory Decoding Challenge: $100k for decoding from a preserved brain"
well its more like:
"The Memory Decoding Challenge: $100k for science progressing a mythical future when we can reliably do decoding from a preserved brain, but god knows what a preserved brain is because right now, it's conjecture if liquid nitro is the go or not. I mean what if it turns out encasing in wax and formalin is better?" except that is too long. I see the problem. Like brain decoding, its harder than it looks.