I'm not sure "cheating" is the right word...which is why I said "manipulate". When it comes right down to it, though, the intent in any case was to lower some scores while raising others in order to secure a win. It did cause some bad feelings for some people who posted pics of their loved ones, only to get someone scoring them with the lowest possible score. No comments were given. These scores were given only to pics that had already been scored (usually quite highly) by others, so the intent was clear...to lower the score.
It very soon became clear that having open judging like this wasn't going to work, and the Squad made the decision to be the sole judges in the contest. This makes it fair.