Kraft is actually renting out a ballroom in SF for anyone who wants to improve their cheese recipe. You get 10k if you can make a better mac and cheese than Kraft! You'll get a gold star on your resume while we make an extra 13 cents per packet sold (on a scale of billions a year).
It probably cost Coca-Cola 10k to bring the consultant who thought of this idea. If they truly wished to repay people for bringing immense value to their business they would offer them upwards of a $1M USD, not less than your average car.
Coke nearly invented the modern day soft drink industry, and milk that cow to the tune of billions a year. Yet apparently if you beat them at their own game you only get 10k. And your IP taken. And probably a gag agreement.
Seems a little unfair, doesn't it?