Your point is valid...they simply want to push who is popular at the moment, or who they want to dress up as a contender. Remember the hype about Gunter a few years ago? Not taking anything away from Gunter, but the bodybuilding media saw that people were getting sick of Coleman winning, so they dressed up Cutler (deservedly so) and Gunter (not so much) as the great white hopes to challenge Ronnie. As a result, Gunter got a few gift placings. To a lesser extent, same thing happened with Federov. Basically, whoever is marketable at the time (and under the right contract) gets the gift placings.