John,
You are missing something. Each person who submits the six photos is entitled to receive the book publishing the winning submissions. LensWork is well know for their quality printing and the book will, I am sure, be quite nice. Brooks Jensen and LensWork are well known in the fine art photography world, and this does not seem (at least to me) to be a bad deal.
So many of us take hundreds/ thousands of photographs (I surely have), taking great pride in our craft, and never get published, or even try. I find this to be a rare opportunity, and one which is not difficult to pull together -- six photos. But surely read the fine print as Bjorn says. I don't know what the terms are for winning photographs -- clearly they will be published -- but I would surely want to know that beyond that the photos remain the property of the photographer.
Cheers,
Nick