I thought Nikon would have known better. That is, I think, a bigger shame.
Promoting your cameras through a context is fine. Didn't Pentax use to make a context reserved to their 4.5x6 cameras? Rights-grabbing is much worse. Most photographers don't read the fine print, they should. They typically send to this kind of photo contests the best shots of their life, which are the ones which could easily have a value that they don't even suspect. The ordinary photographer doesn't realize the value of a good picture (a well composed picture in good light conditions, nothing extraordinary, just stuff well done).
The value Nikon is going to grab from this contest is likely superior to the cameras they give as award. EDIT: I don't know, they seem to give away rich prizes.
Out of suspicion I was looking yesterday for the fine print but could not find it (very late at night ). EDIT: I still cannot find it.
Normally rights-grabbing contests are held by publishers of books or newspapers. It is sad that Nikon married this unfair practice.