"Prizes. One (1) winner will receive one (1) App Store Gift Card for credit in an amount equal to USD $10,000, redeemable in the iTunes Store, App Store, and iBook Store, as available in the country in which the winner is located. Total US Retail Value of all prizes is $10,000.00."
What about the part where you can order your apple products through their app and pay using your APPLE ID and then go pick it up?
Doesn't that mean you could technically use it to buy store stuff?