It is supposed to be based on voting, but only the judges can monitor the ballot box.
The prize that the finalist receives, that semifinalists do NOT receive, is a second $200 gift card and a picture of their logo on the cover of a magazine. I had to sign an affidavit that said that I am basically turning this idea over to LEGO to do what they want with it.
To see all 178 entries, go to https://www.lego.com/en-us/rebrick/contest-page/contests/lego-life
and press on the yellow LOAD MORE tab