Pretty mean

There's a Sydney radio station currently running a competition to find the ugliest baby in Sydney. The prize is $10,000. Now, I know some babies are not as cute as some -- although all are adorable to their parents -- but this seems like a pretty cynical attempt to get people worked up. Because, of course, your first reaction is to think "that's really mean ... what parents would do that to their kid?"
I'm sure people will enter for the 10K and a laugh, but the real payoff is that they've just become fodder for commercial radio's sleazy quest for some new sensation every day. Just something to get riled-up listeners calling in.
And, just hope the poor kid doesn't find out later in life what you did.