I don't get it ... it's a game! There are two ways to win every day - figure out the extremely challenging clues (or find one by accident), and if that's too hard, just bid or list something to get in the drawing.
The clues DO make sense, even if you don't think about it right away. If the clue just said "cold", well, there would be about a million words you might search for. But maybe the one you need to search for is "glacier". That might not be one of the first 1000 searches you perform, but you can't deny that glacier and cold have a relationship. That's how these clues are...they aren't the obvious answers, or they wouldn't be promoting anything.
I, for one, think it's a good promotion. I saw a hundred listings that I wouldn't have seen if it hadn't been for this promotion. As a seller, I think the additional traffic is great! I do, however, think those who are going in and editing their listings to put the clue keywords in should be given a nice 10 day temporary ban for aggregious search manipulation violations.
I also love the new commercials that have recently been on TV. I think their marketing department is doing a great job.