Just a BHAG. Vote for the BitShares account you want to receive the prize. Could be a for profit company wanting to buy swampland in the Sahara, if that's what you like. It up to the account owner to earn your trust and respect.

Rules are still evolving, but its basically giving points for accomplishing tasks and holding assets on the DEX. The billionherocampaign.com website will be up shortly and that will be the place for the latest official information. A fancier site is a month or so away. It will keep growing.