This guy has figured out the "User Generated Content" contest loophole. The reality that they left out of the story is that not all that many people enter these contests.
A reporter/writer in Hartford is going to go 21 days with out shopping. It doesn't seem all that hard, does it?
Self-evaluations can be a little corny, but this is an interesting way to look at it. "Improve 1% per day and you're twice as good in 70 days."