First of all, do not do it for the reward.
Second, it isn't aponosered by mur. It may be, it may not be in the future. It's up to him.
Third, what started this was MRD. He was randomly handing out drachorns and aged Crits. Just because a player had done that for him. I then realised that a player had done that for myself as well, so I then decided to take it further. Sort of like a pay it forward idea.
Fourth, everyone gets a prize. Noone wins or looses. If you participate, you get a reward. The same reward. Not something stupid either. Something most people have never had before. Ever.