They're not kidding. They are giving away the kitchen in the photo. Not a version of it to fit the prize winner's home, but this kitchen. This pre-existing kitchen that's now sitting in some one's showroom no doubt. Here's the fine print from their entry rules:
One Winner will receive an existing, custom, pre-built kitchen, including custom medium brown maple cabinetry, Amerock Revitalize decorative hardware, Elkay Lustertone gourmet undermount stainless steel sink, Elkay pewter Oldare faucet, Zodiaq “Giallo Michelangelo” island countertop, and Zodiaq “Black Forest” countertop. Kitchen does not include internal plumbing fixtures and hardware or appliances. Sponsor will be responsible for the cost of delivery of the kitchen to the Winner. Winner shall be solely responsible for all costs of installation. Sponsor reserves the right to substitute the prize with a prize of equal or greater value due to availability of featured prize. No other substitution or transfer of prize is permitted.
What a curious thing. The fine print goes on to claim that this used kitchen is somehow worth $50K US and $61K Canadian.
Hmmm. It's not hard to rack up a $50,000 list price for a custom kitchen, but custom kitchens only have any value when they go into the room where they're intended. What makes a custom kitchen a custom kitchen is the fact that it's custom-made. Duh.
Outside of their intended rooms, custom cabinetry and counters has painfully little value. Try to sell Used cabinetry some time on eBay and see how far you get with it.
It's not that there's something wrong with giving away an old display, but what a strange contest.