This sounded like a fun way to get your company name out there. You have to make an infomercial and then a few judges give you some feedback on your delivery. If you're the best then they give you free advertisement on their site for a month.
Well I'd assume that a company would already be far along with development and brainstorming if they're looking for publicity like this. All they are expecting is pretty much a sales pitch, which a startup is probably already used to giving anyways. If not, videotaping yourself in such a way might be more important then developing or brainstorming.
