Re: Am I being cynical .....
Here's the weaselese from the rules:
13. INTELLECTUAL PROPERTY RIGHTS: The Organisation retains ownership of all intellectual and industry property rights (including moral rights) in all materials submitted to the Challenge Site or to Google or its representatives as part of its Application, including, without limitation, photographs, comments, information, text, video, feedback, creative ideas, suggestions, or other materials (each a “Submission” and collectively, the “Submissions”). Organisation hereby grants Google and its affiliates, partners, and representatives a nonexclusive, royaltyfree, perpetual, irrevocable, and fully sublicensable right to use, reproduce, modify, adapt, publish, translate, create derivative works from, distribute, copy, and display any Submission, in whole or in part, throughout the world in any form, media, or technology now known or hereafter developed, including all promotion, marketing, publicity, and any other uses thereof, without notice or attribution to you, the Organisation, or any other entity or person and without obtaining any further permission or license or making any payment whatsoever, and you acknowledge that Google has no obligation to use your Submission.
Not sure if that'll make you more or less cynical though..