This also might be a top talent filtering system. If someone is able to complete the absolutely massive amount of work - in their spare time for fun, no less - they are quite likely to be of interest to some of the top companies.

In this case, putting a flashy name will lessen the scheme, as it will attract people that will do it with purely career-oriented motives. Or, as another post noted, it might just be a scam.

Or maybe for black listing? i.e. filter out those persons who are extremely naive and/or who overestimate their abilities.

Then they came after the C++ hackers, and I did not speak up because I didn't know C++...

:)