What’s the problem? The winner wins, sells the bike, gets $, is happy. The buyer of the bike gets a new bike for less than it’d cost at a bike shop, is happy. The bike company donating the bike to the competition does it for charity and/or advertising, is happy. Everyone wins.
My and my wife’s families are terrible at this. They just gifts that they like, with no consideration that the recipient has different tastes. That’s how I ended up with a cross-stitch of a cottage from my nana for my 18th and a religious t-shirt from my mother in law two christmases ago
Sometimes you enter competitions where they have multiple prizes. Say the main prize is 1 trip around the world on a giant eagle - I would be all up on that and hoping I win it, but then they have a million Just Ride It bikes as runner up prizes. So come draw time I miss out on the eagle adventure but I get myself a shit bike. Of course I will sell it.