Successfully giving out the money--especially if there is (for example) the romantic, swooping in ending that staunch stated that he wanted (in his post above)--will generate a lot more positive PR for Netflix than the remaining 0.44% improvement will help them at this point. Regardless of whether you think of this as a genuine research prize, or simply a corporate ploy, you have to admit that Netflix is probably genuinely unhappy that no one has managed to complete the competition yet.