What's very cool is that the competition organizers provide all the data. So, this is not a contest to build a better device or design a better experiment; it is a contest in analysis. Everybody analyzes the same data. This contest is to best see what's in those data.
The data are not yet available, but they promise to be diverse magnetic resonance images sensitized in clever ways to various aspects of anatomical and functional connectivity. The competition is to best use those data to map brain connections.
$10k! You can't win if you don't play!